A Look Inside PUMA's 18,000 Square Foot Fifth Avenue Flagship Store

The company’s first North American flagship.

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Footwear
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Tomorrow, PUMA will open the doors to its first North American flagship store, located at 609 Fifth Avenue in New York City. The 18,000 square foot space occupies two floors and will feature immersive brand experiences including a customization studio and “sports engagement zones,” which will include playable NBA 2K and Formula-1 displays.

One of the space’s highlights is a PUMA x YOU studio, which will offer customers extensive customization experiences for their purchases. Participants will be prompted to personalize PUMA footwear, apparel and accessories using a wide range of materials, from classic dyes to high-tech 3D-knitting and laser printing. As part of the brand’s goal to expand customization opportunities and connect with NYC, Chinatown Market will be hosting its “Chinatown Market University” at the space beginning this weekend, where the NYC-based brand will help patrons customize gear using their handheld printer guns.

Elsewhere in the store, technology takes over in the form of F1 racing simulators, a simulator for testing football boots, ‘Magic Mirrors’ that allow customers to find alternate suggestions and sign up for in-store events and an NBA2 gaming experience. “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,” says Bjoern Gulden, Chief Executive Officer of PUMA SE.

The new flagship will also host a series of events specific to New York City, kicking off with grand opening celebrations during store hours throughout this weekend. “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,” says Bob Philion, President of PUMA North America.

Recently, PUMA introduced a collection in honor of Nipsey Hussle.

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