Hyrox Branding to Appear on Puma Footwear for the First Time With New Collection
Puma announced its partnership with Hyrox in June 2024, becoming the fitness race’s official apparel and footwear partner. To start 2025, the two have teamed up on a new collection, which includes Hyrox-branded footwear for the first time ever.
The spring 2025 range — slated to arrive Jan. 9 via Puma.com — includes co-branded iterations of three performance running models in men’s and women’s sizing: Deviate Nitro 3, Deviate Nitro Elite 3 and Velocity Nitro 3. All of the shoes feature the brand’s Pumagrip outsoles, which was added to offer the wearer top-notch traction.
In terms of tech, the Velocity Nitro 3 also features Puma’s lightweight and responsive Nitrofoam midsole tech underfoot, added with cushioning, comfort and versatility in mind. The shoe also includes breathable mesh uppers that are lined with bespoke Pwrtape for targeted support and structure in areas prone to stress, as well as rolled collars reinforced with foam for improved comfort and fit.
Hyrox’s iteration of the Velocity Nitro 3 will come in women’s sizing and are executed in Puma’s white and gray “Cool Weather” hues. The shoe will retail for $130.
As for the Deviate Nitro 3, the shoe features more Nitrofoam underfoot than the Velocity Nitro 3, and also includes a carbon-fiber PWR Plate to provide an explosive toe-off. And like the Velocity Nitro 3, the Deviate Nitro 3 features lightweight engineered mesh uppers with strategically placed PWR Tape in high stress areas, as well as padded collars for both improved comfort and fit.
The collaborative Deviate Nitro 3 will retail for $170. For men, the shoe features Puma’s Green Glare and black hues, and the women’s colorway is executed in Cool Weather and Green Glare.
And the Deviate Nitro Elite 3, which Puma stated is its lightest ever race day shoe, was made with energy-returning Nitrofoam Elite midsoles. Also, the shoe includes stiffer carbon-fiber PWR Plates for increased propulsion and breathable mono-mesh uppers with PWR Tape in high stress areas.
The Deviate Nitro Elite 3 will retail for $230 and both the men’s and women’s colorways will predominantly feature Puma’s Green Glare hue.
The Hyrox x Puma collection also includes performance and lifestyle apparel, constructed using the German athletic giant’s Cloudspun and Thermoadapt technologies. The apparel, Puma said in a statement, was designed to keep Hyrox racers comfortable and dry throughout training and on race day. The collections includes several women’s apparel selections, such as the Cloudspun Hoodie, the Cloudspun Sleeveless top, the Mid Impact Bra and the Cloudspun 3-inch short tight. And for men, the range includes the Cloudspun Tank, the Cloudspun Hoodie and the 2-in-1 Training Short.
Aside from the online release, Puma will deliver its collection with Hyrox at its events, in Puma flagship stores and at selected retailers across North America, Europe, Latin America, Asia and Australia.
“Puma are one of our foundational partners, and I’m delighted that this relationship has continued to develop. We share a mutual vision and passion for the sport of fitness racing; now we are pushing the evolution of the sport with bespoke apparel and footwear that will enhance consumers training and racing experience,” Hyrox co-founder Moritz Fürste said in a statement. “I look forward to seeing how these products will evolve in the next years with both the elite sport and mass participation consumers driving new innovation.”
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.