Deviate NITRO Elite HYROX by PUMA: Setting the Bar for the New Standard in HYROX Footwear

PUMA is ready to usher in a new era of performance with Deviate NITRO Elite HYROX that launches globally on February 19, 2026.

The Deviate NITRO Elite HYROX is the first shoe purpose-built for HYROX competition, 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.

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 section carbon fiber 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," said Romain Girard, VP of Innovation at PUMA. "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."

 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," said Arthur Hoeld, PUMA CEO. "The Deviate NITRO Elite HYROX reflect's PUMA's commitment to creating products that empower athletes to perform at their highest level, whatever the arena."

"Since 2018, our two brands have been on a shared journey- pushing each other, supporting each other, and raising the bar every year," said Moritz Furste, Co-founder and CMO of HYROX. "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"

Built on legacy and defined by innovation and speed, PUMA is a pioneer in performance and proud stewards of the HYROX global community, and continues to shape the future of hybrid racing.

With more than 1.3 million participants expected across 85+ cities in 30 countries, HYROX's global footprint and dominance marks one of the fastest expansions in functional fitness since the sport's launch in 2017.

The Deviate NITRO Elite HYROX is set to launch on February 19, 2026 with SRP 14,800. Available at PUMA.com and select PUMA stores, and at HYROX events.