Puma Lands on the Las Vegas Strip for Second US Flagship Store
Stephen Garner
Senior Editor
Puma opened the doors to its second North American flagship store in Las Vegas this week to coincide with Sin City’s Formula One weekend.
Located on the Vegas Strip at the BLVD Las Vegas retail development, the new 25,000-sq.-ft. store spans three stories and features a range of Puma products from its sportstyle, basketball, motorsport, golf, running, training, soccer and kids’ assortments, as well as collections designed by select brand ambassadors and athletes.
Unique to this location, Puma Las Vegas includes a professional F1 racing simulator that takes customers on a virtual race down the Vegas Strip; an interactive arcade that features run, golf and soccer experiences; and the Puma x You customization studio where customers can personalize apparel and footwear.
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Tara McRae, who recently rejoined Puma North America as senior vice president of marketing and brand strategy, told FN in an interview that the choice of Las Vegas for Puma’s second U.S. flagship just makes sense.
“Besides the millions and millions of visitors that come through Vegas each year, this city has truly become a global hub of entertainment and fashion,” McRae said. “And what’s even more exciting for us is it’s now an amazing sports town. It’s exciting to see that Vegas has the Raiders, the Aces or even the Las Vegas Grand Prix. It’s become this amazing global hub. And you see the investment that the city is making into sports. So, for us, it’s an exciting spot.”
Arne Freundt, chief executive officer of Puma, agrees. In a statement issued on Friday, Freundt signaled that the opening of the “state-of-the-art flagship store” in Las Vegas was a part of the brand’s elevation strategy.
“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 as it will redefine in-person shopping by seamlessly merging sports performance, latest fashion trends, and technology,” Freundt said.
To celebrate the official grand opening of the brand’s Las Vegas flagship store, Puma executives were joined by Puma golfer Rickie Fowler and Puma football athlete Xavi Simons for a ceremonial ribbon cutting on Thursday afternoon.
Along with this new flagship opening, Puma will be hosting a robust schedule of events during the F1 race weekend.
This weekend, Puma will once again host a dedicated and immersive space at the Paddock Suite, as well as unveil new colorways of its recently relaunched Speedcat sneaker. The OG Speedcat was named the third overall hottest product as well as the hottest sneaker in Lyst’s third-quarter rankings last month.
In addition to the Speedcat, Puma has been rolling out official F1 merchandise. This includes the just launched Neon Energy collection with long-time Formula 1 partners the Mercedes-AMG Petronas F1 Team, Scuderia Ferrari HP and BMW. Plus, Puma and Scuderia Ferrari HP will also be rleasing their newest lifestyle and replica racewear collections this weekend.
Puma has a long history in motorsport since the mid-1980s with the brand developing high-performance race gear for F1 drivers as well as teamwear, fanwear and lifestyle collections for some of the sport’s most successful teams.
Puma will be honored with the Collaboration of the Year award for its F1-inspired tie-up with A$AP Rocky at the 38th annual FN Achievement Awards on Dec. 4 in New York City.
