•    Deviate NITRO™ 3 makes training miles the most successful you will ever experience
•    Deviate NITRO™ Elite 3 serves up sheer speed, propelling you to a PB on raceday
•    Deviate NITRO™ Elite 3 prototype colourway – worn by Fiona O’Keeffe and Dakotah Lindwurm – will launch in limited quantities on 17th June 2024
•    The Deviate NITRO™ Elite 3 and Deviate NITRO™ 3 Fireglow colourway will launch globally on 1st July 2024

Deviate means to do things differently. To not accept normal standards. To challenge the status quo. Deviate inspires you to not just go beyond your boundaries, but to shatter them in emphatic style.

With the third iteration of Deviate, PUMA is redefining speed in a way the running scene is yet to experience, empowering runners to unlock new personal bests. 

Embodying PUMA's relentless pursuit of excellence in performance footwear, Deviate provides runners with the confidence to hit the road, making every second count.

This new offering sees Deviate served up in two distinct models; Deviate NITRO™ 3 – a premium everyday hero – and Deviate NITRO™ Elite 3 – an elite raceday shoe that has already been making serious statements on the road.

Commenting on the hotly anticipated double dose of Deviate, Romain Girard, VP Innovation at PUMA said: "We’re living in a world where athletes and runners have high expectations. They want to set PBs and break records, time and time again. To do that, you need a shoe that gives you the competitive edge – that’s where Deviate comes in. 

Our innovation team were relentless when testing this shoe in our labs, and that commitment, fire and passion translated to the roads when Fiona O’Keeffe made an incredible statement wearing the Deviate NITRO™ Elite 3 in her professional marathon debut.

We’re so excited to finally give runners across the globe the opportunity to feel that thrill, unlocking speed like never before.”

The Deviate NITRO™ Elite 3 prototype colourway – as worn by PUMA athletes Fiona O’Keeffe and Dakotah Lindwurm – will be released in limited numbers from June 17 on PUMA.com and selected retailers.

The Deviate NITRO™ 3 and Deviate NITRO™ Elite 3 Fireglow colourway will be released globally from July 1 on PUMA.com, in PUMA stores and selected retailers.

For more information, please visit www.puma.com
 

Set against the backdrop of the Canadian Grand Prix, this unique release offers a fresh perspective on the iconic Scuderia Ferrari HP brand. With a nod to the fast-paced world of ice hockey, the jersey merges the dynamic energy of motorsport with the rugged spirit of the rink. 

A marriage of tradition and innovation, the Scuderia Ferrari Ice Hockey Jersey features the unmistakable Scuderia Ferrari HP logo, signature colors, and sponsors, all seamlessly integrated into the classic silhouette of a hockey jersey. The result is a garment that transcends boundaries, uniting continents, generations, and sports enthusiasts worldwide.

Designed to capture the essence of both brands, the Scuderia Ferrari Ice Hockey Jersey embodies a spirit of performance, resilience, and unwavering determination. Whether cheering from the stands or hitting the ice, fans can now showcase their love for Ferrari in a whole new arena.

The release of the Scuderia Ferrari Ice Hockey Jersey marks a milestone in the ongoing partnership between PUMA and Scuderia Ferrari HP, exemplifying a commitment to innovation, creativity, and pushing the boundaries of possibility.

The Scuderia Ferrari Ice Hockey Jersey is now available at selected PUMA and Ferrari stores, as well as online on puma.com and store.ferrari.com.

PUMA has been a local partner to HYROX since the first ever race, held in Hamburg in 2018 with 600 competitors taking part. PUMA’s new worldwide partnership is testament to the global success of HYROX, which has seen more than 175,000 participants compete in over 65 races during the 2023/24 season.

The global partnership will see PUMA develop a full range of HYROX apparel, utilising its innovative Cloudspun technology that features dryCELL moisture-wicking properties. PUMA will also release bespoke HYROX colourways of existing footwear models, including the award-winning Velocity NITRO™ 3, Deviate NITRO™ 3 and Deviate NITRO™ Elite 3 – enhancing HYROX competitor performance during one of the most well-rounded tests of fitness on earth.

Commenting on the announcement, PUMA CEO Arne Freundt said: “Fitness has found a new dimension in HYROX and we are delighted to start the next chapter in the PUMA and HYROX story, bringing the exciting sport of fitness racing to an even broader audience.

PUMA and HYROX have been pioneering the sport for more than six years at a local level, and as the community grows, we will continue to work in collaboration to identify innovative ways to engage consumers and revolutionise the fitness experience for competitors across the globe.“

HYROX Founder and CEO, Christian Toetzke, said “This is the natural partnership for HYROX. PUMA has been on this journey with us since the start, and we are delighted that a brand with performance at its heart, across multiple sporting disciplines, will continue to innovate and support us as we build the global sport of fitness racing. We believe this style of training and competition is the optimal solution for the global training community and PUMA will be a fantastic partner to help us continue to spread and amplify that message over the coming years.”

HYROX is an inclusive global fitness race, serving people of all backgrounds and abilities on their fitness journeys to create a healthy lifestyle. A HYROX race consists of eight rounds of a 1km run followed by one functional movement. There are four different race categories to choose from – Team Relay, Doubles, Individual Open and Individual Pro – making it accessible and challenging, no matter what level of fitness or experience.

PUMA will physically activate its global partnership rights at all HYROX events throughout the season until 2027. PUMA will also support key athletes in the  HYROX Elite 15 – the top tier of HYROX fitness racing – who will exclusively wear PUMA’s new Deviate NITRO™ 3 running shoe throughout the season.

Remixing the ‘80s tennis silhouette, Lost Management Cities renders the GV Special with a playful and nostalgic colorway, inspired by the Korean brand’s love for classic sportswear. Mixing blue and cream tones, LMC’s rendition comes with hand-finished detailing, such as raw fabric edges and zig-zag stitching on the upper. PUMA and LMC logos share placement on the tongue and heel, while a special Lost Management Cities tab is fastened to the PUMA Formstrip. Lastly, a gum sole offsets the light tones used across the upper.

Originally brought to life in the ‘80s under the title of PUMA California, the silhouette was originally defined by its universal indoor and outdoor adaptability and unmistakable inset midsole. Later on, the California was renamed the GV Special in honor of Argentinian Grand Slam winner Guillermo Vilas, who favored the shoe during his time as a domineering force on the court.

Later in the year, PUMA and Lost Management Cities will return with a full apparel collection.

The PUMA GV Special x Lost Management Cities is available starting May 25, 2024, at selected retailers worldwide. 

From the home of timeless fashion, nothing says football heritage like the red and black stripes of AC Milan, synonymous with success, passion, and style – from the turf to the streets since 1899. 

Where red meets black, football meets family, with the classic colors portraying a visual representation of the human genome – the essence of the Milanismo. It represents the passion that flows like blood through the veins of fans, a tradition passed on through generations, and donned by some of the greatest to ever play the game.

The classic style of the new jersey, with its red and black stripes and white details, is a nod to the 125 years of history of the Club, also celebrated through a dedicated patch on the back of the jersey – which will be present in all PUMA kits this season. PUMA's design ethos contained within this kit embodies a fusion of heritage and modernity, creating a kit that is not only iconic but also a testament to AC Milan's enduring legacy. A defining feature of this new kit is the inscription “Social Club Institution” on the inner collar, symbolizing the Club's steadfast dedication to social issues and underscoring AC Milan's role as a social and cultural institution committed to fostering positive societal change, in line with its values.

Maikel Oettle, Chief Commercial Officer of AC Milan, commented: “AC Milan's new Home kit is a testament to our rich heritage and the enduring legacy of Milanismo, which is able to bring together over 500 million fans across the globe. This jersey truly embodies the spirit of passion, dedication, and innovation that defines our Club. We are proud to unveil this special kit, which symbolizes our commitment not only to football excellence but also to our role as a social and cultural institution."

The Authentic jersey is what that story will be told in, to be worn by the players on the pitch of the San Siro, and by fans around the world, made with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction, and features an athletic fit for elite-level performance.

The new 2024/25 AC Milan Home kit will make its debut on the pitch during the final Home match of the season at the San Siro against Salernitana and will also be worn by the men’s First Team during their friendly game against AS Roma in Perth, Australia on the 31st May.

The 2024/25 AC Milan Home kit will be available from 23rd May at PUMA stores and on PUMA.com and in all AC Milan Official Stores, on store.milan.com and at select retailers worldwide.

Buckle up because PUMA are pushing the ULTRA into another gear giving you the speed and sensation of a finely tuned machine at your feet. Built on engineering insights from decades of motorsport and collaboration with some of the fastest Formula One teams to ever tear up the track, the new ULTRA 5 will take you into the future of football boots.

Infused with a brand-new SPEEDSYSTEM carbon outsole and FastTrax stud design with a full carbon fibre plate, the new ULTRA feels like a speed machine, engineered to take you from kick-off to back of the net faster than you can say: Lights Out.

Speaking on the first look of the ULTRA 5 Dominique Gathier, Senior Director Product Line Manager Teamsport Footwear said “We are thrilled to introduce the ULTRA 5 with a full carbon fibre outsole, a material we have been working with for many years, most famously Sergio Agüero’s league winning goal for Manchester City.

Dominique continued “The new ULTRA 5 CARBON Launch Edition is a lightweight beast that is like no other. This special launch edition will feature a full carbon fibre outsole base with an innovative new stud configuration for optimal sprinting, cuts and braking so you can change direction in an instant and explode in any direction before the defender can react. The ULTRA 5 features a lightweight mesh upper coupled with an all-new PWRTPE SQD support frame that stabilizes the foot inside the boot for an optimal fit for an unmatched weapon for speed.”

Romain Girard, Senior Director Innovation delved into the full carbon outsole and what this means for the new ULTRA 5.

“PUMA has a history of utilizing carbon in our football boots, but for the new ULTRA 5 we have changed things up and implemented it in a new way. Taking inspiration from our collaborations in motorsport, carbon is one of the most explosive and lightweight materials, used in many of the fastest cars in the world due to its incredible lightweight, speed properties. What is unique about our application is we have changed the weave pattern and direction of the fibres to create a unique application of the material for an explosive soleplate that will take speed to another level.”

PUMA continues to offer its Women’s Fit with a slimmer fit tailored to the anatomy of a woman’s foot, the ULTRA 5 CARBON Launch Edition is designed to enhance comfort and performance for female athletes, built different to support the women that make a difference on the pitch.

The limited-edition ULTRA 5 CARBON Launch Edition will be available on PUMA.com, at PUMA stores and specialist sports retailers from 20th May so catch them while you can. With the global launch later this summer.

The new Black & Yellow 2024/25 BVB Home kit is an embodiment of the Club's enduring legacy. Meticulously designed to fuse tradition with a sleek pinstripe flair, the kit stays true to Dortmund's roots while embracing the future.

Carsten Cramer, Managing Director of Borussia Dortmund, said " With this jersey, we are focussing on a real, classic and timeless design that reflects the culture of Borussia Dortmund, which has been shaped by generations of players and fans.”

Marco Mueller, PUMA’s Senior Head of Product Line Management Teamsport Apparel, said "This kit is PUMA’s tribute to the timeless appeal of Borussia Dortmund. We're proud to present a Home kit that encapsulates BVB’s identity, with a nod to their storied past and an eye on their bright future. It is truly classic, just like the essence of BVB."

Marco continued, “For the first time from the start of the 2024/25 season our Club Replica jerseys are made using the RE:FIBRE initiative, this will feature 35 clubs and more than three million garments made from RE:FIBRE creating a more circular and sustainable way of producing football jerseys.”

The RE:FIBRE process focuses on textile waste as the primary source of material to create new textiles. The recycled material can be used for recycling again and again without losing quality – making RE:FIBRE a more long-term solution for recycling polyester textile waste.

The Replica jersey pairs that same match-worn look with dry-CELL sweat-wicking technology designed to keep you dry and comfortable. Ideal for both game day and everyday wear, the Replica jersey is made from PUMA’s innovative RE:FIBRE recycling technology and contains at least 95% recycled textile waste. The jersey is as much a fashion statement as an elite-level performance jersey.

The Authentic jersey will be worn by BVB’s players on the pitch, and by fans on the terraces around the world, made with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction, and features an athletic fit for elite-level performance.

The 2024/25 Borussia Dortmund Home kit and pre-match collection is available from 17th May, at PUMA stores, PUMA.com, BVB outlets at SIGNAL IDUNA PARK, bvbonlineshop.com, and select retailers worldwide.

Manchester’s 0161 is more than a dialling code. You’ll see it written on lampposts, printed on t-shirts, and even tattooed on people. It’s a sense of what being Mancunian is all about – a sense of location, no matter where you are in the world.

This season, 0161 can be seen woven into the eye-catching trims of the 24/25 Home kit and the world is invited to wear it, experience it, and feel it. From East Manchester to Istanbul, Northern Quarter to Norway, Moss Side to the other side of the world.

Serena Gosling, Director of Integrated Fan Experience and Retail & Licensing, Manchester City said: “Every year our kits provide us with an opportunity to connect with our fans in Manchester, the UK and globally, as shirts and wider kit collections, are an increasingly popular token of fandom.  By incorporating '0161' in this year's Home kit - something that resonates so strongly with the City of Manchester - we're able to connect fans around the world with the club and our city in a different way.”

"We're also pleased that all of our Replica shirts are made using PUMA's RE:FIBRE initiative, as we continue to work towards a more sustainable future together.”

To celebrate the launch of the new Manchester City Home kit and the creativity and culture of Manchester, the new launch video featured Mancunian rapper Mikey Taylor (Tays) who wrote and performed the soundtrack for the MCR 0161 Home kit launch film.

Speaking about his involvement in the launch, Tays said “As a City fan, it is a dream come true to write and perform a track for the launch of the new Manchester City 24/25 Home kit, celebrating 0161 and what it is to be Mancunian. I love how it’s in the design of the shirt – it’s fresh, but still reflects what it means to be City. I hope fans around the world connect with the track, and I can’t wait to see the team walk out in this kit.” 

The Authentic jersey, to be worn by the likes of Jack Grealish, Kyle Walker and Alex Greenwood on the pitch, and by fans around the world, is made with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction, and features an athletic fit for elite-level performance.

In addition, gamers around the globe will get a look at the new Manchester City kit in the hugely popular game, Fortnite, and its gamer-built Creator Worlds. In a first of its kind campaign, PUMA and Manchester City identified some of the most popular creator-led games on the platform and are integrating limited-time, bespoke kit reveal experiences into their lobbies. 

All five of the selected games – including the most popular on the platform GO GOATED! – will launch the digital kit integrations alongside the global kit reveal. Players can also find the digital kits in Atlas Hiding Game, 2v2 Realistics, Chess, Ultimate Hide & Seek and Easy Obby. 

The Manchester City Home kit lands at PUMA stores, PUMA .com, the City store at the Etihad Stadium Store, mancity.com/shop and at select retailers worldwide from 16th May.

After being welcomed into the PUMA family as a brand ambassador in 2022, Skepta now unveils his inaugural collaborative collection. Created especially for Skepta and based on his unique aesthetic and codes, the collection features a stealthy colour palette emphasising materials like premium nylon, offset by silver hardware inspired by PUMA’s origins.

Balancing history with innovation, Skepta and PUMA’s first drop goes deep into PUMA’s extensive archive, adding Skepta’s distinct perspective to a full collection of apparel, accessories, and a brand-new footwear silhouette, the PUMA Skope Forever.

Conceived as a uniform for Skepta, the PUMA x Skepta Track Jacket and Track Pants form a coordinated set, taking inspiration from PUMA’s T7 tracksuit. The technical Vest features unique tailoring with concealed pockets, while the accompanying Backpack maintains the same aesthetic, created in a black-on-black colorway with ample storage. Completing the lineup of accessories, the first PUMA x Skepta collection also introduces Gloves and a cuffless Beanie.  

The PUMA Skope Forever is an all-new footwear style co-created by Skepta and PUMA, inspired by early-2000s footwear designs and debuting in a special iridescent colorway. Robust tooling serves as the foundation for the upper, featuring a mesh underlay wrapped in fluid opalescent panels. Silver accents emerge from beneath the Skope Forever, contrasting with its covert colourway. A special PUMA x Skepta badge features on the tongue, completing the tech-luxe silhouette.

Kicking off a long-term partnership between Skepta and PUMA, the first collection is available from May 18, 2024, from PUMA.com, PUMA flagship stores, and selected PUMA retailers with retail prices ranging from 60 to 200 Euros.