PUMA has opened its first-ever North American flagship store, filled with technological features.

Located at 609 Fifth Avenue in New York City, it features sports engagement zones, a customisation studio and digitally-connected offerings across the 18,000 square foot, two-floor space.

Customers can view products in alternate colours and styles through interactive iMirrors, provided by tech firm NOBAL. Placed throughout the store, these use RFID tags on products to bring up alternative selections based on the item the consumer tries on. People can also press a button to notify an associate they need help at the mirror, as well as sign up for in-store events.

Alternatively, shoppers can relax on the stadium seating and use the large screen NBA2K gaming experience in the basketball zone, with QR codes located on all products.

Those who prefer soccer can use the in-store simulator that mimics the pitch of AC Milan’s San Siro Stadium, all the while being virtually coached by PUMA brand ambassadors and professional footballers Antoine Griezmann and Romelu Lukaku.

Meanwhile, highlighting the footwear brand’s commitment to motorsports, consumers can also use professional-grade F1 racing simulators and virtually race down the streets of New York.

PUMA has also partnered with artists and designers to bring its PUMA x YOU customisation studio to the store, letting customers personalise PUMA footwear, apparel and accessories using paints, dips, dyes, patchwork, embroidery, 3D-knitting, laser printing, pinning and material upcycling.

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