Following last year’s collaboration between the German sportswear giant and British fashion brand Represent, which sold out within hours, the Puma x 247 Deviate NITRO Elite 3 arrives today. Designed for elite-level racing yet embraced by sneaker collectors, this release reinforces the growing crossover between high-performance running technology and contemporary aesthetics. With the first collaboration selling out in hours, expectations for this drop are high.
The latest Puma x 247 Deviate NITRO Elite 3 features a “Black Alpine Snow” colourway that flips the previous release. The silhouette features a bold black base with crisp white detailing throughout. Puma designed the Deviate NITRO Elite 3 for high-performance racing, and the model has earned recognition among serious runners who require elite-level technology without compromising on contemporary aesthetics.
The Deviate NITRO Elite 3 stands out in the crowded running shoe market because it delivers genuine racing performance. Puma developed NITRO foam technology to provide competitive athletes with energy return and cushioning. The shoe is ideal for marathon training and race day, but its design can be worn well beyond the track.
247 has built its reputation on creating performance wear that functions across multiple environments. The brand was launched in 2020 by Represent co-founder George Heaton in response to the need for clothing and footwear suitable for any activity. This philosophy is evident in the collaboration, appealing to HYROX competitors, CrossFit athletes, and ultrarunners on the 247 roster.
The partnership between Puma and Represent is significant because of the existing relationships between the two companies. Represent CEO Paul Spencer previously served as Managing Director of Puma’s European operations, giving him valuable insight into the development of performance footwear. This background helped to ensure that the design approach of 247 integrated authentically with the technical standards of Puma.
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George Heaton noted that working directly with Puma’s team on this latest edition enabled both parties to advance technically while applying 247’s design principles. This collaboration follows other recent projects between the brands, including the Puma x Represent Speedcat capsule collection and a British football-inspired range.
The Puma x 247 Deviate NITRO Elite 3 in “Black Alpine Snow” is now available from representclo.com/247 and puma.com. Given that the first collaboration disappeared from inventory in hours, you’ll want to set reminders if you’re planning to buy a pair.
FAQ
Is the Puma x 247 Deviate NITRO Elite 3 designed for racing?
Yes, the Deviate NITRO Elite 3 is built for high-performance racing, offering energy return, cushioning and speed-focused responsiveness.
What makes the “Black Alpine Snow” colourway unique?
This edition reverses the previous collaboration’s palette, combining a bold black base with crisp white detailing for a more minimal, refined look.
Who is the Puma x 247 collaboration aimed at?
The shoe appeals to competitive runners, HYROX and CrossFit athletes, as well as sneaker enthusiasts seeking performance footwear with contemporary design.