#Japan #Tokyo #PUMA #DEVIATE NITRO #Josai University

Puma Unveils DEVIATE NITRO™ ELITE 4 Running Shoes

On January 22, 2026, Puma Japan hosted a presentation event for its latest running shoes, DEVIATE NITRO™ ELITE 4 and DEVIATE NITRO™ 4. The event took place in Tokyo and featured a talk session with the Josai University men's ekiden team, which is supported by Puma.

These models are the latest iterations stemming from the successful DEVIATE NITRO™ ELITE 3 series, which saw a notable increase in usage among university runners for five consecutive years. The new shoes are designed to cater to both racers and daily training runners. DEVIATE NITRO™ 4 is set for release on January 23, 2026, while DEVIATE NITRO™ ELITE 4 will be available on February 12, 2026.

Insights from Puma's Running Vision

The first half of the event was dedicated to product introductions, led by Puma Japan’s Running Category MD, Yuya Ando. He shared Puma's vision to “make every runner faster,” emphasizing the brand's commitment to helping all athletes, from competitive runners to casual joggers, experience enhanced speed through innovative products.

Ando explained the advancements of the new models, focusing on DEVIATE NITRO™ ELITE 4, engineered for optimal balance of lightweight construction, responsiveness, and stability tailored for race days. Conversely, DEVIATE NITRO™ 4 emphasizes comfort and stability for secure daily training runs.

Engaging Talk Session with Athletes

The talk session featured Josai University’s ekiden team, including coach Seiji Kushibe, runners Yuu Shibata, Iori Oda, and Ryuuki Kobayashi. They discussed their experiences in the demanding Hakone Ekiden, particularly regarding the significance of shoe selection during high-level races and insights from their training regimens.

Shibata, who wore the FAST-R NITRO™ ELITE 3 during the Hakone Ekiden, praised the shoe’s explosive responsiveness and lightness, stating, “Once I wore them, I knew this was the shoe for me.” Oda echoed similar sentiments about the DEVIATE NITRO™ ELITE 3, noting the incredible combination of lightweight design and bounce that suited his running style.

Kobayashi added that the new DEVIATE NITRO™ ELITE 4 offered clear improvements in lightweight design and stability, which were crucial for his training and competitions.

Support Systems for Athletes

The conversation also touched on the support systems in place for athletes, referencing the PUMA RUNNING HOUSE SUGADAIRA, which offers a relaxed environment for training and interaction with other student athletes. Coach Kushibe emphasized the importance of such settings for student-athletes, not only for relaxation but also for gaining motivation through peer interactions.

He also spoke about the value of having shoes available for athletes to test and try out, enhancing their experience and helping them make informed decisions for their gear.

Looking Towards Future Competitions

As the talk session wrapped up, the athletes expressed their ambitions for the upcoming race seasons. Shibata conveyed his intention to focus on winning in both track and ekiden events, showcasing his competitive spirit. Oda highlighted his determination to maximize his final year as a student-athlete by contributing significantly to his team, while Coach Kushibe outlined his strategies for developing younger team members during a transitional season.

The event concluded on a hopeful note as each participant shared their aspirations and dedication towards their training and competitive goals, fostering an atmosphere of encouragement and inspiration.

Event Summary

• - Date: January 22, 2026
• - Location: PUMA HOUSE TOKYO
• - Agenda:

- New Running Shoes Presentation by Yuya Ando
- Talk Session with Josai University Men's Ekiden Team
- Q&A session with attendees
- Photo session

Puma continues to innovate and inspire runners globally, ensuring athlete comfort, performance, and style are at the forefront of its product offerings.

About Puma

Puma is one of the world’s leading sports brands, engaging in the design, development, sales, and marketing of footwear, apparel, and accessories. The brand has made significant contributions to sports and culture over the past 75 years through product innovations aimed at enhancing athletic performance. Known for its collaboration with renowned designers and brands, Puma strives to broaden sports' appeal across fashion and street culture. The Puma group, headquartered in Herzogenaurach, Germany, operates in over 120 countries employing approximately 20,000 people.

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