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PUMA Unveils First-of-its-kind Deviate Nitro™ Elite HYROX

Tanika LaskeyFeatures, NewsLeave a Comment on PUMA Unveils First-of-its-kind Deviate Nitro™ Elite HYROX
  • PUMA and HYROX take their global partnership to the next level with the reveal of the Deviate NITRO™ Elite HYROX
  • Specially engineered for HYROX competition, the footwear will debut on PUMA elite athletes at HYROX Melbourne this weekend, the second out of four Majors of the 2025/ 26 season
  • Deviate NITRO™ Elite HYROX launches globally on 19 February 2026

Global sports brand PUMA is ushering in a new era of performance, with the exclusive reveal of the hotly anticipated Deviate NITRO™ Elite HYROX – the first shoe purpose built for HYROX competition.

Using PUMA’s most advanced footwear innovation, Deviate NITRO™ Elite HYROX is tailored to elevate every stride, every push, and every rep. This breakthrough in footwear technology has cemented PUMA’s position as the number one brand in what is one of the fastest growing sports in the world.

Tried and tested by PUMA’s elite HYROX athletes, the Deviate NITRO™ Elite HYROX features an all-new, full-coverage, high traction PUMAGRIP outsole with a specially engineered lug pattern for multi-surface control.

The NITROFOAM™ Elite has been adapted to provide elite-level cushioning for maximum energy return; and sitting flush between the NITROFOAM™ Elite is a full-length, newly curated carbon fibre PWRPLATE that provides increased propulsion and support.

Wrapping the foot is a premium, feather-light ULTRAWEAVE upper for breathability and secure lockdown, powering athletes through runs, reps and everything in between.

“Having partnered with HYROX since their first ever race in 2018, we understand the needs of the athletes and community better than anyone. The result is this: a trailblazer in performance footwear. We’ve taken the very best ingredients from our fastest running shoes and engineered them to enhance your HYROX experience,” said Romain Girard, VP of Innovation at PUMA.

Deviate NITRO™ Elite HYROX will debut this week at HYROX Melbourne, appearing on PUMA elite athletes including Open Doubles world record holder, Jake Williamson; Hamburg Major winner, Joanna Wietrzyk; 3x HYROX World Champion, Hunter McIntyre; 2025 World Champion, Linda Meier; and Jake Dearden.

“HYROX athletes sit at the intersection of endurance, strength, and mental resilience. We are proud to support this growing global community and push the boundaries of innovation with the first shoe built specifically for their sport. The Deviate NITRO™ Elite HYROX reflects PUMA’s commitment to creating products that empower athletes to perform at their highest level, whatever the arena,” said PUMA CEO, Arthur Hoeld.

“Since 2018, our two brands have been on a shared journey – pushing each other, supporting each other, and raising the bar every year. Announcing our partnership extension in Hamburg in October for another five years was a milestone, and now launching the first-ever shoe built specifically for HYROX is another. It builds real credibility for our sport, and we can’t wait to see athletes train in them, race in them, and cross the finish line in them,” said Moritz Fürste, Co-founder and Chief Marketing Officer of HYROX.

PUMA’s legacy has always been defined by innovation and speed. As pioneers in performance and proud stewards of the HYROX global community, PUMA continues to shape the future of hybrid racing.

HYROX’s global footprint continues to grow rapidly, with participation, affiliate gym numbers, and international race locations increasing year-on-year. By the close of the 2025/26 season, HYROX is projected to welcome more than 1.3 million participants across over 85 cities and 30 countries, marking one of the fastest expansions in the functional fitness landscape since the sport’s launch in Hamburg in 2017.

The Deviate NITRO™ Elite HYROX will launch on 19 February, available to purchase on PUMA.com, PUMA retail stores and Totalsports. Price R6099.

For more information visit www.puma.com and follow @PUMATraining or visit www.hyrox.com and follow @hyroxworld.

NPL Ambassador Vicky MacIntosh Makes History as South Africa’s First Hyrox Champion

Tanika LaskeyFeatures, NewsLeave a Comment on NPL Ambassador Vicky MacIntosh Makes History as South Africa’s First Hyrox Champion

NPL Ambassador Vicky MacIntosh Makes History as South Africa’s First Hyrox Champion

South Africa’s fitness community recently celebrated a groundbreaking achievement as Vicky MacIntosh, an elite triathlete and CrossFitter, claimed victory in the country’s first-ever Hyrox race. The 33-year-old made history in Cape Town by becoming the first professional South African athlete to qualify for the 2024 Hyrox World Championships. This accomplishment comes alongside another exciting announcement: Vicky is now officially an ambassador for NPL (Nutritional Performance Labs), a leading sports supplement brand.

Powered by NPL: Vicky MacIntosh’s Journey to Victory

As NPL’s newest ambassador, Vicky isn’t just celebrating her Hyrox win—she’s also highlighting the importance of proper supplementation in achieving peak athletic performance. “Our partnership with Vicky has played a key role in her training, helping her optimize her nutrition and recovery so she can compete at the international level,” says Cherrie Blackmore, NPL’s Head of Marketing.

Vicky’s supplement regimen, designed to meet the intense demands of Hyrox, includes NPL’s Platinum Whey, maltodextrin for sustained energy, and Creatine Monohydrate for strength and endurance. She also uses NPL’s VitaPack to ensure her body gets essential vitamins and minerals for overall health and recovery.

“Nutrition is crucial for success in Hyrox, especially for women,” Vicky explains. “There’s a lot of confusion around supplements, and with NPL, I’m excited to share insights on how to fuel properly for high-performance sports, particularly for female athletes.”

Hyrox: A Global Fitness Sensation

Hyrox is a hybrid race combining running with functional workout stations, and its global popularity is on the rise. In South Africa, it’s quickly gaining traction among both professional and amateur athletes. Known for her versatility in endurance sports, Vicky adapted to the tough demands of Hyrox, which includes eight rounds of 1km runs with high-intensity workout stations in between.

“Hyrox is special because it’s accessible to so many people—the exercises are simple but physically challenging,” says Vicky. “It’s not just a test of fitness, but also of mental toughness.”

Pioneering Hyrox in South Africa

Vicky’s win in Cape Town is a major step in introducing Hyrox to South Africa. As she continues competing internationally, she’s also focused on raising awareness for the sport and encouraging more South Africans to get involved.

“My goal isn’t just to qualify for the Elite 15 circuit—the top tier of Hyrox athletes worldwide—but also to help grow the sport in South Africa,” Vicky shares. “With NPL’s support, I’m hoping to build a strong Hyrox community here and show that South Africans can compete at the highest level.”

NPL is equally excited about the partnership. “Vicky MacIntosh truly embodies what NPL stands for—excellence, dedication, and constantly pushing boundaries,” says Cherrie. “We’re proud to be part of her journey as she continues to break new ground in Hyrox.”

Looking Ahead

With her Hyrox debut behind her, Vicky is preparing for a busy season ahead, with competitions lined up in Europe as she works toward earning a spot in the Elite 15 circuit. As she tackles new challenges, NPL will continue to support her, fueling her progress with their premium sports supplements.

Vicky MacIntosh’s story is one of determination, passion, and the power of nutrition. Her Hyrox victory and partnership with NPL are setting the stage for her to inspire the next generation of South African athletes and lead the charge in this rapidly growing sport.