Sportswear and footwear brand Puma officially opened a flagship store on Fifth Avenue in New York City.
With over 1,670 square meters of floor space, Puma is the first physical store in the city and the first in the United States to do so. Previously, the brand focused on selling its products in the North American market, mainly through multi-brand networks.
"This store is an indicator of the brand's commitment to the American market," said Puma CEO Bjorn Goulden. According to him, placing a store in the most prestigious trade corridor in the world is another opportunity for the brand to "talk directly to the consumer."
The flagship store with its transparent glass façade, which opened its doors on 5th Avenue and 49th Street, presents the full range of Puma products, including basketball clothing, golf equipment, football line, as well as children's clothing and lifestyle collection. There will also be items on sale that are exclusively available in the U.S. only in this store.
The store is equipped with interactive elements, including Mercedes and Red Bull models, allowing interactive participation in Formula 1 racing on the streets of Manhattan. The basketball area has stadium armchairs in front of the TV set for rest and plays in NBA2K. The shop also has "magic mirrors," with which you can "try on" clothes and shoes and make full-size selfies. On the top floor, there is also a coffee shop of the local Birch network.
With the opening of the flagship store, Puma joins the top sports brands Nike, Adidas, Asics and Lululemon, which already have shopping spaces on 5th Avenue. The flagship Under Armour is also under reconstruction in the vicinity of Puma. The launch of the flagship Puma reflects the growing competition in the sneakers market, where an increasing number of brands are involved in the struggle for consumers with the leader of the Nike market. As for Puma, the brand tries to sell its lifestyle to a younger audience. Recently, the brand has been marked by collaboration with Selena Gomez and rap performer Nick Mill. Sneakers in the Puma business now account for more than 50% of revenue.
Puma is growing faster than the market on average, but today it occupies only the 11th place among sports shoe manufacturers in the USA. The company sells only 24% of its products through its stores. Puma plans to increase this figure to 30%. The company expects that the opening of the flagship on 5th Avenue will help the brand to reach a new level of direct communication with the customer.