As the worlds of high-performance sportswear and contemporary fashion continue to collide, PUMA and British fashion brand Represent have revealed the next chapter in their evolving partnership. The brands have officially unveiled their second collaborative release under Represent’s performance-wear arm, 247: the PUMA x 247 Deviate NITRO™ Elite 3, arriving in a sleek Black Alpine Snow colourway.
Following the overwhelming success of their debut collaboration—which sold out within hours of release—the two brands reunite a year later with a refreshed take on one of PUMA’s most celebrated racing trainers. Designed for athletes who demand uncompromising performance without sacrificing style, the new release reinforces the shared vision that has defined the partnership from the start.
This latest iteration flips the palette of last year’s drop, delivering a bold black silhouette accented with crisp white detailing. The result is a striking yet refined aesthetic that complements the shoe’s elite-level performance credentials. Widely regarded as one of the most in-demand racing shoes in fitness and training circles, the Deviate NITRO™ Elite 3 continues to set the standard by merging cutting-edge innovation with contemporary design.
The second 247 collaboration follows a year of strong momentum between PUMA and Represent. Recent highlights include the PUMA x Represent Speedcat capsule and a British-football-inspired collection that reimagined heritage sportswear silhouettes through a modern lens. Together, these projects have cemented the partnership as a powerful meeting point between technical sportswear and fashion-led storytelling.
Central to this collaboration is the unique relationship between the two brands. Represent CEO Paul Spencer, formerly Managing Director of PUMA’s European operations, has played a pivotal role in aligning 247’s design ethos with PUMA’s performance expertise. His leadership has helped ensure that each release feels authentic, purposeful, and forward-thinking.
“Having partnered with PUMA on multiple launches and working first-hand with their team on this latest edition of the Deviate, we are once again incredibly proud to have our name, logo, and identity associated with this technically advanced footwear. This edition reflects both the technical standards athletes expect and the design principles that define 247.”
Reflecting on the launch, George Heaton, Co-founder and Creative Director of Represent, shared:
The PUMA x 247 Deviate NITRO™ Elite 3 will be available from 20 December via PUMA.com and Shelflife, retailing at R6,099. The release marks another confident step in a collaboration that continues to redefine the space between performance and style.
