Puma hits New York with physical first

Puma has opened a flagship store on Fifth Avenue in New York.

The 18,000-square-foot space, spanning two levels, is its first bricks and mortar location in the city and the first of its kind in North America. It includes an F1 racing experience, where customers can get inside an authentic Mercedes or Red Bull F1 racing car to compete in a simulated race through the streets of Manhattan.

In the basketball area, there’s stadium seating in front of a TV wall, where shoppers can hang out and play NBA2K. There are also magic mirrors throughout the store, where people can take a full-size selfie and then try clothes and shoes on virtually.

They can also test the latest Puma football boots on an in-store simulator that mimics the pitch of San Siro Stadium, whilst being virtually coached by Puma brand ambassadors and footballers Antoine Griezmann and Romelu Lukaku.

And they can view products in alternate colours and styles through iMirror by Nobal placed throughout the store. This 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.

“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 at Puma SE.