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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.

PUMA Renews Partnership with HYROX 

Tanika LaskeyFeatures, NewsLeave a Comment on PUMA Renews Partnership with HYROX 

Global sports company PUMA has renewed and extended its partnership early with HYROX, the World Series of Fitness Racing, which is expected to draw more than 1.3 million participants around the world this season. Until 2030, PUMA will provide official sportswear for HYROX, featuring shoes with industry-leading NITRO™ technology, and become the exclusive title partner for the HYROX World Championships. PUMA has also signed three additional elite HYROX athletes as global brand ambassadors.

HYROX, which has successfully created a major movement in the industry by combining running and functional training into one fast-paced competition, is the world’s fastest growing fitness sport. PUMA recognized the great potential of this sport early on and has partnered with HYROX since the first race in Hamburg in 2017 before becoming a global partner in 2023. Since then, PUMA has used the partnership as a successful platform to increase brand awareness with the sport’s many passionate participants and provides performance products that are tailored to the needs of the athletes.

“HYROX, which has grown enormously in recent years, is one of our strategically most important partnerships as a sports brand, and a great showcase for our innovative performance products, such as our combination of NITRO™ technology and industry leading PUMAGRIP,” said PUMA CEO Arthur Hoeld. “Our products have proven that they support the different requirements of athletes in this very versatile sport and help them to achieve great results. We are very encouraged by the great feedback we have received from athletes and partners alike, which helps us position ourselves even stronger as a sports brand.”

Earlier this year, PUMA introduced its first performance collection for HYROX to include both apparel and footwear and will continue to expand this offering throughout the coming years, adding to its successful PUMA x HYROX collections more product innovations and athlete-driven storytelling, as the partnership continues to evolve toward 2030.

As part of Wednesday’s announcement at the first major of the season in Hamburg, PUMA also announced an exciting expansion of its roster of elite HYROX athletes.

PUMA’s newest HYROX ambassadors include Men’s Open Doubles world record holder, Jake Williamson, Women’s Pro Doubles world record holder and Australia’s fastest female, Joanna Wietrzyk, and Hidde Weersma, the Dutch athlete who won the Men’s pro 25-29 World Championships in 2024 and is the strength and conditioning coach of the NOCNSF – the body responsible for the participation of Dutch athletes in the Olympic and Paralympic Games.

They are now part of a roster of more than 60 PUMA-athletes in the sport, including recently crowned 2025 HYROX World Champion Linda Meier, 2024 HYROX World Champion Megan Jacoby and three-time HYROX World Champion and Men’s Pro world record holder Hunter McIntyre.

PUMA’s Vice President of Brand and Marketing, Richard Teyssier, commented: “The continuation of this partnership for the next years reinforces PUMA’s commitment to the growth of fitness racing and provides the right platform to increase our brand awareness within the HYROX community and beyond. On top of that, bringing together these outstanding athletes to our global team underlines our commitment to championing the next generation of fitness talent and to win the hearts of HYROX racers, positioning PUMA as the community’s most trusted and innovative brand”.

“This partnership marks a defining milestone in our journey, and the progress we’ve made has been nothing short of remarkable. Last year, we solidified this collaboration with PUMA becoming the official global apparel and footwear partner for all HYROX events, and today, extending this partnership to 2030 sets the stage for the next chapter of our evolution,” Moritz Fürste, Co-Founder of HYROX, added.

“From our very first race in Hamburg in 2017, PUMA has been with us since day one – a rarity in the world of sports partnerships. This relationship has not only shaped the identity of HYROX but has been truly foundational to the growth of the sport itself. This extended partnership allows us to keep pushing the boundaries of innovation, inspiring athletes, and ensuring that HYROX remains accessible to competitors of all levels, across the globe. PUMA’s Go Wild philosophy aligns seamlessly with the HYROX spirit – fearless, authentic, and relentlessly driven. Together, we’re excited to continue challenging limits and empowering individuals to unlock their full potential.”

With a remarkable 100% year-on-year increase, HYROX continues to soar in popularity. The 2024/25 season saw 74 events being held and attracted more than 650,000 participants. As the sport’s momentum continues, the 2025/ 26 season is set to draw 1.3 million participants across over 100 events by 2026, cementing HYROX as a global fitness phenomenon.

Celebrating the unique and early renewal of their contract extension, PUMA will be present in HYROX hometown for over four action-packed days at the Hamburg Exhibition Halls. The event will feature the first Major of the season, with elite racing taking centre stage as top tier athletes compete at the highest level. Over 15,000 athletes will compete in the ultimate test of strength and endurance and PUMA’s vision for HYROX for the next five years begin to unfold.

For more information about PUMA Go Wild, visit www.puma.com, or follow our journey on social media @PUMA.