New PUMA store ‘redefines what it means to be bricks and mortar location in rapidly evolving digital world’

PUMA has officially opened the doors to its second North American flagship store in Las Vegas at the BLVD Las Vegas. The 25,000-square-foot retail space, which spans three stories, aims to “redefine what it means to be a bricks and mortar location in today's rapidly evolving digital world”.

“I am thrilled that we are opening a state-of-the-art flagship store in Las Vegas as part of our brand elevation strategy. Located along the iconic Las Vegas Strip, this flagship allows us to expand PUMA’s presence in North America to connect with US consumers and international visitors alike,” says Arne Freundt, Chief Executive Officer at PUMA.

“I believe that our new Las Vegas Flagship is essential for conveying the true character of our brand and for creating an immersive, interactive shopping experience as it will redefine in-person shopping by seamlessly merging sports performance, latest fashion trends, and technology.”

The store features a variety of immersive and interactive features powered by technology. It offers customers attractions such as a professional F1 racing simulator, an interactive arcade, and a customisation studio where customers can personalise apparel and footwear.

“Opening our second North American flagship store in Las Vegas is a big step for our growth in North America, especially with the city buzzing for the F1 race,” says Bob Philion, President at PUMA North America.

“Las Vegas is a booming sports city that attracts millions of visitors each year and is a global destination for entertainment and fashion. Having a flagship presence in Las Vegas will help us to connect with our customers from all over the world in unique and meaningful ways.”

2024 RTIH INNOVATION AWARDS

Physical stores were a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last night’s gathering.