Inside Puma's groundbreaking new store in New York
Puma has opened the doors of a groundbreaking store on Fifth Avenue in New York that blends technology, art and music for a one-of-a-kind retail experience.
The store contains "innovative sports engagement zones", a customisation studio and digitally connected offerings. It spans 18,000 square feet of interactive retail space over two floors, with state-of-the-art double-height storefronts across 160 feet of wraparound frontage.
“PUMA is thrilled to open its first flagship in New York City, in a prime Manhattan location, that will allow us to connect with both our US and international customers,” said Bjoern Gulden Chief Executive Officer of PUMA SE.
“I believe investing in this new store – in one of the fastest paced cities in the world— will help us in our pursuit to be the fastest sports brand in the world. We’re committed to pushing the boundaries of sports, fashion and technology, and this store is the latest manifestation of that commitment.”
The sports brand has partnered with renowned artists and designers to bring its exclusive PUMA x YOU customisation studio to the store. Consumers can customise and personalize PUMA footwear, apparel and accessories using paints, dips, dyes, patchwork, embroidery, 3D-knitting, laser printing, pinning, material upcycling, and many other creative mediums. New artist residencies begin every two weeks — including collaboration partners like Sue Tsai, BWOOD, Maria Jahnkoy, Même. and Pintrill, with additional artists announced later this year.
Consumers can also access professional-grade F1 racing simulators and virtually race down the streets of New York City — the same ones the company’s brand ambassador Lewis Hamilton and Aston Martin Red Bull Racing driver Max Verstappen use to train when they’re not on the track. Alternatively football fans can test the latest Puma boots on the in-store simulator that mimics the pitch of San Siro Stadium, while being virtually coached by Puma brand ambassadors and professional footballers Antoine Griezmann and Romelu Lukaku.
In addition customers can view products in alternate colours and styles through "Magic Mirrors" placed throughout the store. Mirror allows RFID product to bring up alternative selections based on the item the consumer tries on. In addition, consumers can press a button to notify an associate they need help at the mirror and sign up for in-store events.
“PUMA continues to see solid growth within North America and this new store reaffirms our commitment to this important market,” said Bob Philion, President of PUMA North America. “From visitors that come to experience this iconic city, to lifelong New Yorkers, we’re excited to open our doors in a vibrant and diverse community that aligns with our ‘Forever Faster’ mentality.”
Throughout the year, the New York flagship will also feature exclusive collections designed by select brand ambassadors and athletes, and host unique events and experiences authentic to New York City. The flagship store will carry the full range of PUMA products including lifestyle, basketball, motorsport, golf, performance, soccer and kids.