Global athletic brand Puma has significantly amplified its retail presence with the opening of its new London flagship store in the heart of Oxford Street. Spanning an impressive 24,000 sq ft, the store is the brand’s largest-ever European flagship. Its strategic location is near Selfridges and the Bond Street Tube Station, placing it in one of Europe’s busiest shopping hubs.

The store features key Puma innovations, including the running technology Nitro, its top-tier football boots Future, Ultra, and King, along with the current lifestyle product range. High-tech installations include a digital running video-wall that reacts to touch, and an archive area showcasing iconic pieces from the brand’s 77-year history.

To mark the launch, the store carries a London Exclusive collection designed by VP Creative Direction & Innovation Heiko Desens, which reinterprets British icons like the Union Flag and Harris Tweed through a modern Puma lens.

Arthur Hoeld, CEO, Puma says, the new store gives Puma 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.

The store’s striking glass-fronted exterior and distinctly urban interior, which utilizes grey and white as base tones to highlight the colorful products, ensure high visibility. The flagship will host a dynamic program of events through late 2025 and into 2026, including athlete appearances, exclusive collaborations, a pre-race Hyrox experience on December 3, and a motorsport event on December 11, highlighting the Puma x Aston Martin F1 Team partnership.