PUMA is betting big on brick-and-mortar in Europe with the opening of its largest-ever European flagship store on Oxford Street in London, one of the busiest shopping streets in the world. The new space puts immersive brand storytelling, performance innovation, and local community at the center of the shopping experience.
A 24000 square-foot statement in central London
The new PUMA flagship spans 24,000 square feet over multiple levels just steps from Selfridges and Bond Street Tube Station. Positioned in prime West End real estate, the store is designed to give shoppers access to the full world of PUMA, from performance to lifestyle under one roof.
Inside, visitors can shop the brand’s latest performance technologies, including its running innovation NITRO™ and football boot franchises FUTURE, ULTRA, and KING. The space also showcases a broad mix of lifestyle apparel, footwear, and collaborations that target style-driven consumers who see sportswear as everyday fashion.
Immersive storytelling and customization
The flagship is built around interactive experiences that bring PUMA’s performance stories and heritage closer to fans in London. Multiple customization zones allow shoppers to create unique product variations, tapping into the growing demand for personalized sportswear and streetwear.
A digital running video wall lets consumers experience NITRO™ technology in a playful, tactile way, reacting to every touch to explain cushioning and responsiveness visually and in real time. An archive area spotlights PUMA’s 77 years of history with iconic pieces that connect today’s product to the brand’s track-and-field and football roots.
Leadership vision and commitment to the UK
“The opening of our Oxford Street flagship is an exciting moment for PUMA,” Arthur Hoeld, CEO at PUMA, said. He also adds that “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.”
London Exclusive collection and local storytelling
To mark the opening, PUMA launched a London Exclusive collection available only at the new flagship. The capsule draws on the city’s community energy, remixing British icons like the Union Flag and Harris Tweed through PUMA’s modern design lens.
The limited-edition pieces are meant to resonate with locals and tourists who want a product that feels specific to London, while reinforcing the store as a destination for exclusives that cannot be found elsewhere in Europe. This localization strategy also supports PUMA’s broader push to connect more deeply with key global cities.
Events program and strategic DTC push
The London flagship will host an active calendar of events and activations throughout 2025 and into 2026, including collaborations, athlete appearances, and evolving in-store experiences to keep the space dynamic beyond launch day. As part of the rollout, PUMA is planning a dedicated launch event on December 4 alongside a pre-race HYROX experience on December 3 and a motorsport-focused event on December 11, highlighting its partnership with the PUMA x Aston Martin F1 Team and a Select Capsule Collection.
In October, PUMA set out new strategic priorities to reset the company and cement its position as a Top 3 global sports brand, with a sharper focus on growing its direct-to-consumer channels alongside wholesale. The London flagship is a key part of that plan, helping the brand move its channel mix closer to industry averages by driving higher-margin DTC sales in a flagship destination.
