Puma has unveiled a new flagship concept that includes activations, customization services and other tech-powered elements. Located at the BLVD, a new retail and entertainment destination in the heart of the Las Vegas Strip, this is the global sports brand’s second U.S. flagship.
The 25,000-square-foot space spans three floors and represents Puma’s much broader “brand elevation strategy,” according to Arne Freundt, CEO of Puma. Schimenti Construction, Nathan Colkitt of Colkitt Architecture and the internal Puma team led the flagship’s construction and design.
“Located along the iconic Las Vegas Strip, this flagship allows us to expand Puma’s presence in North America to connect with U.S. consumers and international visitors alike,” Freundt said in a statement. “I believe that our new Las Vegas Flagship is essential for conveying the true character of our Puma brand and for creating an immersive, interactive shopping experience that will redefine in-person shopping by seamlessly merging sports performance, latest fashion trends and technology.”
A Booming Sports Experience
Puma’s President of North America, Bob Philion, added that Las Vegas has become a “booming sports city,” especially with the buzz surrounding the F1 race, making it the perfect destination for the brand’s next-gen store concept. The store features Puma’s most in-demand product lines across basketball, motorsport, golf, running, training, soccer and kids, as well as collections designed by select brand ambassadors and athletes. However, it is the supporting services and entertainment that really make the space shine, including:
- The Motorsports Zone, which allows customers to virtually steer a professional-grade F1 racing simulator and race down the iconic Las Vegas Strip;
- An interactive Puma arcade, where customers can engage in interactive soccer, golf and running games;
- The PUMA x YOU customization studio, where artistic collaborators can personalize guests’ Puma footwear, apparel and accessories using patchwork, embroidery, direct-to-garment printing, LED printing on footwear and other methods;
- An elevated experience in the Puma app that gives customers access to shareable content and other unique features when they personalize their app profiles;
- Exclusive Vegas-inspired apparel featured in the “Vegas Shop,” where shoppers also can pull the lever on a video wall slot machine and win special prizes; and
- The Puma Select Zone, where shoppers can browse the latest Puma Select collaborations.
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