Just in time for Labor Day weekend, German sportswear company Puma
opened the doors to its first North American flagship store yesterday,
located at 609 Fifth Avenue in New York City. It focuses on cutting-edge
technology and products, showcasing an immersive brand experience through
innovative sports engagement zones, a customization studio and digitally
connected offerings. During opening weekend – August 29 through September 2
– visitors can experience events including in-store performances, fitness
activations and exclusive opening weekend merchandise.
The flagship store is spread over 18,000 square feet (close to 1,700
square meters) on two floors and features an interactive retail space with
state-of-the-art double-height storefronts across 160 feet (almost 49
meters) of wraparound frontage. It carries the full range of Puma products
including lifestyle, basketball, motorsport, golf, performance, soccer and
kids.
“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,” commented Puma CEO Bjoern Gulden in a press
release published on Thursday. “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.”
Puma has partnered with renowned artists and designers to bring its
exclusive PUMA x YOU customization studio to the store where consumers can
customize 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
that the company plans to announce later this year.
Local brand Chinatown Market University, known for encapsulating the
spirit of Canal Street, will kick-off the customization studio and share
state-of-the-art printing technology with store patrons as well as teach
classes around various DIY and customization methods. “Beyond the flagship
store, Chinatown Market University, a program being launched in
collaboration with Puma, will pop up in various forms through 2020,”
promises the brand.
But that is not all – the new flagship store also offers
professional-grade racing simulators that allow motorsport fans to
virtually race down the streets of New York City. Consumers can also 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.
Basketball fans can enjoy the store’s stadium seating and large screen
NBA2K gaming experience in the basketball zone, which will feature QR codes
on all products for easy access. Throughout the store, customers can view
products in alternate colors and styles through iMirror by NOBAL, which
also allows them to notify a sales associate in case they need help or want
to 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.”
Photos: Puma Newsroom
