puma nyc store
Highsnobiety / Antonio Jaggie

PUMA opens the doors to its first ever flagship store in North America. Located on Fifth Avenue in New York City, the new retail store is 18,000 square feet spanning two floors filled with cutting-edge technology, immersive performance experiences, and many products.

“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 U.S. 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 flagship store will carry the full range of PUMA products including lifestyle, basketball, motorsport, golf, performance, soccer and kids. There's also a handful of immersive activations customers may experience to take their shopping experience to another level. For fans of motorsport, customers can hop into a professional-grade F1 racing simulators and virtually race down the streets of New York City. The simulators are equivalent to the ones Lewis Hamilton and Max Verstappen use to train.

For those looking to try out soccer cleats and gear before purchasing, customers can take part in a in-store simulator that mimics the pitch of San Siro Stadium. Show off your skills while being virtually coached by Antoine Griezmann and Romelu Lukaku. After, visitors can head over to the basketball zone where Puma offers up a unique NBA 2K experience, where customers can hang out and compete in the popular video game.

Throughout the space, "magic mirrors" have been set up to provide more options to shop different products and styles. There will also be exclusive collections designed by select brand ambassadors and athletes, available in-store.

PUMA will also host collaborative activation and events with artists and brands to give consumers new and fun ways to shop. Currently, Chinatown Market has set up a customization station with a screen printer to allow fans to design their own T-shirts. The team will also be teaching classes around various DIY and customization methods.

Take a closer look at the retail space in the gallery above. The PUMA NYC flagship store opens August 29.

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