KUALA LUMPUR – Global sports company PUMA has unveiled the Deviate NITRO™ Elite HYROX, a new performance shoe specifically engineered for the demands of the HYROX fitness competition. This marks a new phase in the ongoing partnership between PUMA and HYROX, which is recognized as one of the fastest-growing functional fitness sports globally.
The footwear made its competitive debut on PUMA elite athletes during HYROX Melbourne, the second Major event of the 2025/26 season. The official public launch is scheduled for January 23, 2026, with a retail price of RM799 in Malaysia.
HYROX is a global fitness race that tests combined endurance and strength, challenging participants with an 8 km run broken into 1 km intervals, with a functional fitness challenge after each run. The unique demands of the sport—alternating between fast running and strength-based movements like Sled Pushes, Farmer’s Carries, and Wall Balls—necessitated a specialized shoe design.
Engineered for Hybrid Performance
The Deviate NITRO™ Elite HYROX incorporates several of PUMA’s most advanced footwear technologies, adapted to support the multi-faceted demands of the HYROX race environment.
The shoe’s foundation includes a re-engineered NITROFOAM™ Elite midsole, which is intended to provide elite-level cushioning for maximum energy return during the running segments. Positioned within this foam is a full-length, newly curated carbon fibre PWRPLATE. This plate is designed to offer increased propulsion during the runs while providing necessary support and stability for the strength and movement stations, such as lunges and carries.
Traction for the variable indoor race surfaces is addressed by an all-new, full-coverage, high-traction PUMAGRIP outsole. This outsole features a specially engineered lug pattern intended for multi-surface control, crucial for maintaining grip during sled work and swift transitions across different floor types.
The upper utilizes a premium, feather-light ULTRAWEAVE material. This construction is designed to enhance breathability while ensuring a secure lockdown for the foot, providing stability during both the dynamic movements of the functional stations and the 1 km running intervals.
Debut and Athlete Endorsement
The footwear was worn in competition at HYROX Melbourne by several PUMA-sponsored athletes, including Open Doubles world record holder Jake Williamson, Hamburg Major winner Joanna Wietrzyk, three-time HYROX World Champion Hunter McIntyre, and 2025 World Champion Linda Meier.
Romain Girard, VP of Innovation at PUMA, commented on the development: “Having partnered with HYROX since their first ever race in 2018, we understand the needs of the athletes and community better than anyone. We’ve taken the very best ingredients from our fastest running shoes and engineered them to enhance your HYROX experience.”
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PUMA CEO Arthur Hoeld highlighted the strategic alignment: “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.”
Context of Global Growth
The launch of purpose-built footwear coincides with the continued global expansion of HYROX. The race series has seen significant year-on-year growth in participation and race locations since its launch in Hamburg in 2017. By the conclusion of the 2025/26 season, HYROX is projected to host over 85 races across 30 countries, with a projected participation rate exceeding 1.3 million, positioning it as a major force in the functional fitness landscape. PUMA has been a partner with the organization since the first race and recently extended its global partnership until 2030.
The Deviate NITRO™ Elite HYROX will be available for purchase starting January 23, 2026, on PUMA.com, in PUMA Flagship stores, and at PUMA Southkey JB.
