PUMA has opened its largest-ever European flagship on Oxford Street in London, unveiling a 24,000 square-foot space built around performance innovation, immersive storytelling, and brand heat in one of the world’s busiest retail corridors. Located just seconds from Selfridges and Bond Street Tube Station, the store is designed to bring the best of PUMA’s product offering and brand universe closer to both locals and international visitors.
Inside PUMA’s New Oxford Street Flagship
The new flagship showcases PUMA’s latest performance technologies, including its running innovation NITRO™ and football boots FUTURE, ULTRA, and KING, alongside a full lifestyle assortment. Shoppers can explore multiple customization zones to create unique products, interact with a digital running video wall that reacts to every touch, and step into an archive area that highlights iconic pieces from PUMA’s 77-year history.
What PUMA’s Leadership Says
Arthur Hoeld, CEO at PUMA, said, “The opening of our Oxford Street flagship is an exciting moment for PUMA… It’s our first Flagship store in Europe, which gives us the chance to connect with more people than ever before — right in the heart of one of the world’s most iconic shopping destinations. It is a powerful platform to engage directly with consumers, showcase our latest performance innovations, and strengthen our brand presence in one of the world’s most influential retail destinations. This space not only highlights our product excellence, but also celebrates our heritage and long-standing connection with elite athletes.” His comments underline how central this location is to PUMA’s global storytelling and consumer engagement strategy.
Lucynda Davies, Managing Director UK & Ireland at PUMA, added, “London is one of the most competitive retail markets in the world, and Oxford Street is its main stage. This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA.” Set among heavyweight global brands, the flagship gives PUMA a powerful statement site in the heart of London’s sportswear and streetwear battleground.
London Exclusive Collection and Store Experiences
To celebrate the opening, PUMA launched a London Exclusive collection designed by Heiko Desens, PUMA’s Vice President of Creative Direction & Innovation. Inspired by the city’s community spirit and creative energy, the limited-edition pieces rework British icons like the Union Flag and Harris Tweed through PUMA’s modern design lens and are available only at the London flagship. The capsule adds a collectible, city-specific layer for both residents and visitors looking for something they cannot find anywhere else.
In-store, consumers can tap into customization zones, a reactive NITRO™ digital running wall, and an archive space that charts key moments from PUMA’s 77 years of pushing sport and culture forward. Across 2025 and into 2026, the flagship will also host a dynamic calendar of events, exclusive collaborations, and athlete appearances to keep the space constantly evolving.
Events, Activations, and HYROX Tie-In
As part of the launch program, PUMA is staging a dedicated launch event on December 4, positioning the flagship as a new hub for brand storytelling in London. The store will also serve as the stage for a pre-race HYROX experience for HYROX London athletes on December 3, and a special motorsport activation on December 11 spotlighting PUMA’s racing heritage, the PUMA x Aston Martin F1 Team partnership, and a Select Capsule Collection. These moments connect performance communities—from fitness racing to motorsport—directly with the brand’s newest physical touchpoint.
Flagship Tied to PUMA’s Reset Strategy
The Oxford Street flagship arrives as PUMA executes its new strategic priorities, outlined in October 2025, aimed at resetting the company and elevating it into the Top 3 global sports brands. While wholesale remains important, PUMA has signaled a push to evolve its channel mix with higher growth in direct-to-consumer, bringing its model closer to industry averages and giving the brand more control over experience, data, and storytelling. High-impact flagships like Oxford Street are central to that shift, acting as live stages for product innovation and culture-driving campaigns.
With products distributed in more than 120 countries and around 20,000 employees worldwide, PUMA is using hero locations such as this London flagship to connect global brand narratives with local culture. As the store’s programming unfolds through 2025 and 2026, it is set to become a key destination for performance, fashion, and fan communities moving through Oxford Street every day.
