PUMA x HYROX unveil Deviate NITRO Elite HYROX launching Feb. 19, 2026

PUMA and HYROX are launching the Deviate NITRO Elite HYROX globally on Feb. 19, 2026, with prelaunch athlete appearances scheduled at HYROX events including the HYROX Melbourne meet where PUMA’s elite athletes will wear samples. The shoe will be sold on PUMA.com, in PUMA flagship stores, at HYROX events and on the HYROX site, and selected retailers across North America, Europe, Latin America, Asia and Australia.

The Deviate Elite HYROX is positioned as a purpose-built hybrid race shoe and the HYROX shop describes it as “the first shoe ever engineered specifically for the sport - designed with intentional updates to power athletes through runs, reps, and everything in between.” PUMA’s product messaging emphasizes a full-length carbon PWRPLATE paired with an updated NITROFOAM™ ELITE compound for propulsion and energy return, plus a high-traction PUMAGRIP outsole with an engineered lug pattern for multi-surface control and a lightweight ULTRAWEAVE upper for breathability.

HYROX’s race format underpins the shoe’s design requirements: eight stations embedded in eight kilometres of running, including 1-kilometre runs alternating with 1000 metres on the SkiErg, 50-metre sled push, 50-metre sled pull, 80 metres of burpee broad jumps, 1000 metres on the rowing machine, a 200-metre farmer’s carry with kettlebells, 100 lunges with a sandbag, and 100 wall balls. PUMA frames the Deviate Elite HYROX as addressing the multi-modal demands of those repeated runs, rows, carries and wall balls.

PUMA’s wider retail catalog lists related Deviate NITRO models and pricing: the PUMA x HYROX Deviate NITRO Elite 3 at $240.00, Deviate NITRO Elite 4 at $260.00, Deviate NITRO 4 at $180.00, and Velocity NITRO 4 at $150.00, alongside apparel such as DryElite shorts and Cloudspun ThermoAdapt tees. Separately, PUMA says Deviate NITRO 3 and Deviate NITRO Elite 3 will drop exclusively at the HYROX World Championships Chicago from 11 June, with the full collection launching globally on 19 June; those June dates are presented without a specified year.

PUMA leadership framed the rollout around the partnership with HYROX. Romain Girard, PUMA’s VP of innovation, said, “Having partnered with HYROX since their first ever race in 2018, we understand the needs of the athletes and community better than anyone.” Arthur Hoeld, PUMA CEO, added, “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.”

Women’s apparel in the PUMA x HYROX collection will include SHAPELUXE fabric made with LUXFIT and LYCRA® ADAPTIV technology, with specific pieces listed such as the PUMA x HYROX ESSENTIAL TIGHT and SHAPELUXE HIGH-NECK BRA. HYROX’s online shop invites sign-ups ahead of the Deviate Elite HYROX launch and supports checkout with electron, Visa, PayPal, Mastercard, Maestro, Amex, Apple Pay and Afterpay. Expect samples in HYROX event pits and PUMA flagships starting Feb. 19, 2026, with additional Deviate drops tied to HYROX event dates in June.