When it comes to sports and athletics wear, it doesn’t get better than PUMA.

At least it didn’t, until the brand opened its first-ever North American flagship store, at 609 Fifth Avenue in New York City.

PUMA has upped its game with a store that takes shopping to the next level.

The brand has never been afraid to incorporate technology into its products, from augmented reality sneakers to sneakers where you tie the laces using an app.

It’s that cutting edge approach to design that makes the new technology-infused, two-level, 18-000 square foot store an experience like no other.

Check it out:

ChainStorage has more:

The PUMA store makes a dramatic brand statement, with double-height storefronts spanning across 160 feet of wraparound frontage.

The interior is modern and has plenty of open space. The space is designed to offer an immersive shopping experience, with sports “engagement” zones, a customization studio and digitally connected offerings. There is even a small coffee shop.

The store features PUMA’s full range of products for men, women and kids, including lifestyle, basketball, motorsport, golf, performance, soccer and kids, along with some New York exclusive items.

Shoppers can view products in alternate colors and styles through “magic mirrors” (iMirror by Nobal) that are placed throughout. The mirrors allow RFID product to bring up alternative selections based on the item the consumer tries on.

You can also interact with the iMirror to browse through PUMA inventory using radio-frequency identification (RFID). This allows you to select a certain style and size right from the iMirror, with the request going directly to a salesperson who will bring the items to you in the fitting room.

No more trips back and forth between the fitting room and the clothing rail.

In addition, the mirrors display information from PUMA’s social media channels while also acting as selfie stations. Users can take a selfie and add PUMA stickers to their photos.

They can email the photo to themselves or send it directly to PUMA’s social channels.

The iMirror isn’ the only interactive experience offered at the store.

A PUMA x You customization studio will feature new residencies with artists and designers every two weeks. Shoppers can customize and personalize PUMA footwear, apparel and accessories using paints, dips, dyes, patchwork, embroidery, 3D-knitting, laser printing, pinning, material upcycling and other creative mediums.

Soccer fans can test the latest PUMA boots on the in-store simulator that mimics the pitch of San Siro Stadium while being virtually coached by the company’s brand ambassadors and professional footballers.

Shoppers can relax in the basketball zone, which features stadium seating and large screen NBA 2K gaming experience. The basketball zone is also going to feature state-of-the-art technology including QR codes located on all products.

PUMA is committed to pushing the boundaries of sports, fashion, and technology, and this store is the latest manifestation of that commitment.

If you aren’t able to make the trip to New York any time soon, you can shop the latest range of sneakers and apparel from the comfort of your couch by visiting PUMA SELECT.

While you’re there, check out the LQDCELL OPTIC which has arrived in SA just in time for spring:

It features LQD CELL technology that compresses and works together with ProFoam — PUMA’s energy return foam — to offer stable cushioning whether you’re heading for a night out with your crew or just hitting the weights.

That’s tech meets style – classic PUMA.

[source:chainstorage]