PUMA to Launch the EKIDEN PACK for Runners This November

Experience the Thrill with PUMA's EKIDEN PACK

As the running season rapidly approaches, PUMA Japan is set to unveil the EKIDEN PACK on November 21, 2025, at 10 AM. This collection will feature five high-performance racing models, crafted to meet the needs of marathon and ekiden runners. The lineup includes the FAST-R NITRO™ ELITE 3, DEVIATE NITRO™ ELITE 3, DEVIATE NITRO™ 3, VELOCITY NITRO™ 4, and PROPIO NITRO™. Each shoe has been designed with a unique aesthetic and advanced technologies to enhance runners' performance.

The EKIDEN PACK embodies the concept of "To the Fastest Scenery," represented through a gradient color scheme that symbolizes the transition of a runner's emotions from anxiety to brilliance before a race. Each model also features a special logo that creatively combines the PUMA Cat, Mount Fuji, and the rising sun.

To launch this pack, PUMA will share a campaign video on their special webpage that visually narrates the runners' transition from nervous anticipation to a state of focused energy. This video features athletes from Josai University, highlighting the transformative moment just before a race. The imagery captures the moment of tying shoelaces, as the runner's perspective expands, enhancing their awareness and sense of speed.

The Concept of the “Switch”

The EKIDEN PACK, representing the theme of "the switch," captures that crucial moment of mental transformation from doubt to determination. Notable athletes from Josai University have shared their insights about this experience. Shohei Saito stated, "The moment I stand at the starting line, the switch turns on. Until I lace up my shoes, the race hasn't started, but once I stand at the line and hear my name, I think, 'Ah, it's starting,' and my mindset shifts."

Similarly, Ryuki Kobayashi mentioned, "Not being able to run in my first major race was my switch. I felt uneasy after not training adequately in the earlier part of the year, but I gained confidence as I completed workouts I was assigned in the latter half, thinking, 'I should be fine now.'" Another runner, Shun Miyake, added, "The night before the race always makes me anxious; however, as I begin my warm-up on race day and my body starts moving, the switch naturally activates."

The EKIDEN PACK will be available for purchase at the PUMA Store in Harajuku, PUMA Store Osaka, PUMA's official online store, the PUMA app, and select retailers. It is important to check the respective websites of stores for specific availability, as inventory may vary. Please note that sale dates and locations are subject to change.

Product Details

1. FAST-R NITRO™ ELITE 3 EKIDEN
Retail Price: ¥39,600 (tax included)
Model Numbers: 313418 (Men's) / 313419 (Women's)
Color: 01
This model has been developed in collaboration with elite runners and has undergone extensive field testing, achieving approximately 95 grams lighter than its predecessor, weighing about 170g (27.0cm). It features the newly developed NITROFOAM™ ELITE midsole, enhancing cushioning and responsiveness. The unique carbon plate, PWRPLATE, provides exceptional propulsion and energy efficiency.

2. DEVIATE NITRO™ ELITE 3 EKIDEN
Retail Price: ¥30,800 (tax included)
Model Numbers: 313420 (Men's) / 313421 (Women's)
Color: 01
This elite model has a midsole 4mm thicker than its predecessor, integrating a superior NITROFOAM™ ELITE technology for enhanced energy return. Weighing just 194g (27.0cm), it stands among the lightest shoes, designed to help athletes achieve personal best performances.

3. DEVIATE NITRO™ 3 EKIDEN
Retail Price: ¥23,100 (tax included)
Model Numbers: 313422 (Men's) / 313423 (Women's)
Color: 01
Combining the NITROFOAM™ and NITROFOAM™ ELITE technologies, this model provides outstanding cushioning and responsiveness. The engineered knit upper supports critical areas with PWRTAPE, improving comfort and fit.

4. VELOCITY NITRO™ 4 EKIDEN
Retail Price: ¥17,600 (tax included)
Model Numbers: 313424 (Men's) / 313425 (Women's)
Color: 01
This popular model is designed for runners of all levels, featuring a full-length NITROFOAM™ for 85% energy return. Weighing only about 250g (27.0cm), it allows for a lively and buoyant running experience.

5. PROPIO NITRO™ EKIDEN
Retail Price: ¥17,600 (tax included)
Model Number: 313426
Color: 01
Known for being the lightest in the NITRO series, this shoe is ideally suited for strength training with a midsole thickness of 20mm. The breathable mesh upper ensures comfort and lightness, while PUMAGRIP provides excellent grip on various surfaces.

About PUMA

PUMA is one of the world’s leading sports brands, focusing on the design, development, sale, and marketing of footwear, apparel, and accessories. For over 75 years, PUMA has accelerated the development of sports and culture through its products designed for athletes who seek speed. The brand offers products tailored for categories including football, running, training, basketball, golf, and motorsport, as well as lifestyle products inspired by various sports.

PUMA has also collaborated with renowned designers and brands to extend the beauty of sports into fashion and street culture. Headquartered in Herzogenaurach, Germany, the PUMA Group encompasses the PUMA, Cobra Golf, and Stitchd brands, operating in over 120 countries with approximately 20,000 employees worldwide. For more information, check out PUMA's official site.

About GO WILD Campaign

In 2025, PUMA has launched the largest global campaign in the brand's history, titled GO WILD. This campaign emphasizes that winning is not the only value of sports; the true appeal lies in enjoying oneself freely and authentically. PUMA encourages all athletes to unleash their inner passion through this initiative, extending its message beyond running to various sports, including basketball, football, and golf.

In addition, PUMA has launched a podcast featuring brand ambassadors like Usain Bolt engaging in GO WILD discussions. Tune in to the podcast here.