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.
Built on PUMA’s cutting-edge footwear technology, the shoe boosts every stride, push, and rep.
This breakthrough in footwear technology propels PUMA to the forefront as the number one brand in one of the world’s fastest-growing sports.
Elite Qualities for The Elites, Deviate NITRO™ Elite HYROX
Tried and tested by PUMA’s elite HYROX athletes, the Deviate NITRO™ Elite HYROX features:
- PUMAGRIP outsole with a specially engineered lug pattern for multi-surface control
- The NITROFOAM™ Elite has been adapted to provide elite-level cushioning
- Newly curated carbon fibre PWRPLATE that provides increased propulsion and support
- 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.
The Elite Champions in The Spotlight
Deviate NITRO™ Elite HYROX debuted last weekend 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.
Power-Up with PUMA to Own The Trophy
PUMA continues to define its legacy through relentless 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 will welcome over 1.3 million participants across more than 85 cities in 30 countries.
This marks one of the fastest expansions in the functional fitness landscape since the sport launched in Hamburg in 2017.
The Deviate NITRO™ Elite HYROX will launch on 23 January 2026 for RM799, and will be available to purchase on PUMA.com, in PUMA Flagship stores, and in PUMA Southkey JB.
For the latest updates on this partnership and other exciting developments, follow @PUMA.Malaysia on Instagram.