Edited by 19th Hole Staff | September 9, 2019
PUMA, one of the world’s most stylish and innovative athletic brands, recently opened the doors to its first-ever North American flagship store in New York City. Celebrities and athletes flocked to the “Grand Opening” at 609 Fifth Avenue in the heart of Manhattan’s swanky shopping district. The store features 18,000 square feet of interactive retail space spanning two floors, with state-of-the-art double-height storefronts across 160 feet of wraparound frontage.
With a focus on cutting-edge technology and products, the store showcases an immersive PUMA brand space-offering consumers a unique shopping experience through innovative sports engagement zones, a customization studio, and digitally connected offerings.
“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. “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 fashion-forward German athletic company, which already counts partnerships with top celebrities such as Rihanna, Kylie Jenner, Selena Gomez and Supermodel Cara Delevingne has also partnered with renowned artists and designers to bring its exclusive PUMA x YOU customization studio to the New York City store. 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, Meme, and Pintrill, with additional artists announced later this year.
The star-studded grand opening event included performances by PUMA ambassador, Rapper Megan Thee Stallion, and Yo Gotti. Other celebrities and sports legends in attendance included Basketball and Fashion icon Walt “Clyde” Frazier, PUMA Basketball Creative Director Jay-Z, PUMA legend Boris Becker, Usain Bolt and a flock of sports legends and entertainers.
Within PUMA’s new store, customers can view products in alternate colors 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. Also, consumers can press a button to notify an associate they need help at the mirror and sign up for in-store events.
Consumers can kick back and enjoy the stadium seating and large screen NBA2K gaming experience in the basketball zone as well. The basketball zone is also going to feature state-of-the-art technology, including Q.R. codes located on all products.
“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.