PUMA Unveils Deviate NITRO™ Elite HYROX: A New Era in Hybrid Race Footwear

PUMA Unveils First-of-Its-Kind Deviate NITRO™ Elite HYROX, Marking a New Era in Hybrid Race Footwear

Global sports brand PUMA has officially introduced the Deviate NITRO™ Elite HYROX, the first-ever shoe engineered specifically for HYROX competition, signalling a bold new chapter for hybrid racing athletes around the world.

This world-first innovation strengthens PUMA’s long-standing partnership with HYROX and showcases the brand’s commitment to designing performance footwear that meets the evolving needs of one of the world’s fastest-growing sports.

Built for HYROX. Powered by Innovation.

Designed using PUMA’s most advanced technologies, the Deviate NITRO™ Elite HYROX enhances every aspect of hybrid racing — from runs and sled pushes to burpee broad jumps and wall balls.

The shoe has undergone rigorous testing by PUMA’s elite HYROX athletes to ensure competition-level performance.

Key performance features include:

Multi-Surface Control with PUMAGRIP

A newly engineered, full-coverage PUMAGRIP outsole offers maximum traction and stability, featuring an updated lug pattern built for seamless transitions between the diverse surfaces of HYROX events.

Elite Cushioning and Energy Return

The adapted NITROFOAM™ Elite delivers premium cushioning and responsiveness, ensuring optimal energy return during high-intensity efforts.

Enhanced Propulsion with Carbon Fibre PWRPLATE

Positioned between the NITROFOAM™ layers, the full-length carbon fibre PWRPLATE creates elite-level propulsion, promoting smoother, more explosive movement during competition.

Lightweight ULTRAWEAVE Upper

A feather-light, breathable ULTRAWEAVE upper wraps the foot for a secure fit, supporting athletes through both endurance segments and strength-focused stations.

Backed by HYROX Champions

The Deviate NITRO™ Elite HYROX will debut on elite athletes at HYROX Melbourne this weekend – the second Major of the 2025/26 season. Among those racing in the new footwear are:

• Jake Williamson – Open Doubles World Record Holder
• Joanna Wietrzyk – Hamburg Major Winner
• Hunter McIntyre – 3× HYROX World Champion
• Linda Meier – 2025 World Champion
• Jake Dearden

“Having partnered with HYROX since their first-ever race in 2018, we understand the needs of the athletes and community better than anyone. This shoe is a trailblazer in performance footwear.”

PUMA’s VP of Innovation, Romain Girard, emphasised the brand’s unique insight into the sport:

“HYROX athletes sit at the intersection of endurance, strength, and mental resilience. The Deviate NITRO™ Elite HYROX reflects our commitment to empowering athletes to perform at their highest level.”

PUMA CEO Arthur Hoeld added:

“Launching the first-ever shoe built specifically for HYROX builds real credibility for our sport. We can’t wait to see athletes train in them, race in them, and cross the finish line in them.”

HYROX Co-founder and CMO Moritz Fürste highlighted the significance of this milestone:

A Growing Global Phenomenon

HYROX’s rapid expansion continues, with participation numbers, affiliate gyms, and international race venues increasing year on year. By the end of the 2025/26 season, the sport is projected to welcome over 1.3 million participants across 85+ cities in 30 countries, underscoring its explosive growth since launching in Hamburg in 2017.

Launch Details

The Deviate NITRO™ Elite HYROX will be available 19 February 2026 at:

• PUMA.com
• PUMA retail stores
• Totalsports

Price: R6,099

For more information, visit www.puma.com, follow @PUMATraining, or explore HYROX at www.hyrox.com and @hyroxworld.