Global sports brand PUMA is ushering in a new era of performance with the exclusive reveal of the Deviate NITRO™ Elite HYROX, the first shoe purpose-built for HYROX competition.
Built using PUMA’s most advanced footwear innovations, the Deviate NITRO™ Elite HYROX is engineered to elevate every stride, push, and rep. This groundbreaking design solidifies PUMA’s position at the forefront of HYROX—a sport that continues to grow rapidly around the world.
Performance Meets Precision
Tried and tested by PUMA’s elite HYROX athletes, the Deviate NITRO™ Elite HYROX features:
Full-coverage PUMAGRIP™ outsole with a specially engineered lug pattern for superior multi-surface traction.
NITROFOAM™ Elite cushioning adapted to deliver maximum energy return.
Full-length carbon fibre PWRPLATE™ for added propulsion and support.
Feather-light ULTRAWEAVE™ upper for breathability, lockdown, and comfort, 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.
Debut on Global Stage
The Deviate NITRO™ Elite HYROX made its debut at HYROX Melbourne, worn by 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 and HYROX: Shaping the Future of Hybrid Racing
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 is expanding rapidly. By the end of the 2025/26 season, more than 1.3 million participants are expected across 85+ cities in 30 countries, marking one of the fastest expansions in functional fitness since the sport’s launch in 2017.
The Deviate NITRO™ Elite HYROX will launch on February 19, 2026 for an SRP of PHP 14,800, available to purchase on PUMA.com, select PUMA stores, and at HYROX events.
For more information, visit www.puma.com and follow @PUMATraining, or visit www.hyrox.com and follow @hyroxworld.
