PUMA Unveils the First Shoe Built Specifically for HYROX Competition

The Drop

PUMA has officially revealed the Deviate NITRO Elite HYROX — the first performance shoe engineered specifically for HYROX racing, marking a major milestone for the sport as it continues its global rise.

Set to launch on February 19, 2026, the shoe will be available on PUMA.com, in PUMA flagship stores, at HYROX events, via HYROX World, and through select global retailers.

The release arrives as HYROX is projected to surpass 1.3 million participants across 85+ cities and 30 countries by the end of the 2025–26 season — cementing its place as one of the most dominant forces in functional fitness.

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Built for the Demands of HYROX

Unlike traditional running shoes or cross-trainers, the Deviate NITRO Elite HYROX is designed for HYROX’s unique format: 8 x 1km runs, each followed by a functional workout station — all under race conditions.

Key performance features include:

• PUMAGRIP Outsole:
  An all-new, full-coverage high-traction outsole with a custom lug pattern engineered for grip across turf, sled pushes, lunges, and hard running surfaces.
• NITROFOAM™ Elite Cushioning:
  Adapted for HYROX racing to deliver high energy return while maintaining stability through repeated transitions.
• Carbon Fiber PWRPLATE:
  A full-length plate embedded within the foam to enhance propulsion, efficiency, and structural support during both running and functional movements.
• ULTRAWEAVE Upper:
  A feather-light, breathable upper designed for lockdown, durability, and minimal weight under fatigue.

The shoe has already been tested by elite HYROX athletes, including three-time HYROX World Champion Hunter McIntyre and 2025 World Champion Linda Meier.

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Why It Matters

This isn’t just another colorway or crossover shoe — it’s another signal that HYROX has officially become its own sport.

As Moritz Fürste, HYROX Co-Founder and CMO, put it “The launch of the first-ever shoe built specifically for the sport builds real credibility for HYROX.”

For PUMA, a brand that has partnered with HYROX since its very first race in 2018, this drop represents years of athlete feedback, data, and iteration finally coming together.

According to Romain Girard, VP of Innovation at PUMA:

“We’ve taken the very best ingredients from our fastest running shoes and engineered them to enhance the HYROX experience.”

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The Playbook Take

The Deviate NITRO Elite HYROX marks a turning point.

When a sport earns its own purpose-built footwear — tested by world champions and engineered for race-specific demands — it’s no longer niche. It’s infrastructure.

As HYROX continues to scale globally, expect more category-defining products like this to follow. PUMA didn’t just make a shoe — they helped legitimize an entire competitive format.

Train in it. Race in it. Finish in it.