Sports brand PUMA launched its digitally-enabled experiential store at Cyber Hub in Delhi-NCR. The store is PUMA’s largest and first-of-its-kind in North India and second in the country, after Bengaluru.
With the country re-opening in full swing, PUMA’s newest store is a significant step by the brand to get closer to its customers. The aim is to create meaningful offline engagement and provide customers with an unprecedented shopping experience.
The store launch was attended by boxing world champion MC Mary Kom, Tokyo bronze medallist in hockey Rupinder Pal Singh, Indian cricketer Washington Sundar and singer Harrdy Sandhu.
Commenting on the launch of the store, Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia said, “It has always been our endeavor to not only create an immersive shopping experience around the brand and the products, but also strengthen our market relevance by staying ahead of the curve in the smart retail era. Coming up with our flagship store in Delhi-NCR is a testimony to our commitment to athletes and fitness enthusiasts that the region promises. We are equally committed to providing the best digital experience as part of both our offline and online retail channels.”
Harrdy Sandhu added, “PUMA’s fashion-forward as well as comfort first DNA is in sync with today’s generation and they have always been at the forefront of trend-defining concepts be it in the world of footwear or clothing, making me a legit follower of the brand. I am super stoked to be a part of the launch of their largest store in the region and I wish all the luck to PUMA’s team.”
With an aim to bring sports, experiential retail and exclusive collections under one roof, the latest PUMA store takes the retail experience several notches higher. Throughout the year, the store will showcase limited-edition global collaborations and top of the line performance range for men, women and children.
The multi-sensorial retail space will give buyers not only an opportunity to enjoy PUMA’s unique offerings but also create instagrammable moments and rediscover the joys of returning to ‘normal’.
PUMA athletes Mary Kom, Rupinder Pal Singh and Washington Sundar explored the store, browsed the collections and indulged in experiential activities.
Speaking on the occasion, Mary Kom said, “As a sportsperson, I rely on products that are comfortable and breathable and PUMA is a perfect fit. The experiential store by PUMA offers a wider range of styles that effectively combine technology, function and fashion. The unique shopping experience coupled with a quick race on the Formula 1 simulator in the gaming zone at the store is easily the best form of retail therapy closer home.”
Rupinder Pal Singh said, “PUMA pulled all stops to support the Indian hockey players and that reflects yet again in the way the new store has been designed to make their customers feel special. To see how each shopper can customize, personalize and create memories at the store showcases the value a brand such as PUMA brings when it becomes a part of one’s shopping narrative.”
Washington Sundar added, “PUMA’s athleisure range is known for its style quotient and the new store takes it a notch up with their exclusive collections. The limited editions of footwear and apparel bowled me over. I am confident that this experiential store will enhance the retailing experience of customers in the region.”
The experiential store boasts of:
F1 Simulator: Showcasing the success of PUMA’s Motorsport category in India, shoppers can enjoy professional-grade F1 racing simulators to virtually navigate multi-country tracks.
PUMA x YOU: A state-of-the-art embroidery and printing machine bedecks the store. The personalisation studio allows consumers to customise and personalise PUMA footwear, apparel and accessories using paints, dips, dyes, patchwork, embroidery, 3D knitting, laser printing, and pinning.
INTERACTIVE RETAIL EXPERIENCE: Shoppers get access to PUMA products on an interactive screen that allows them to virtually scan through the entire range, place an order directly from the warehouse, and have the products delivered to their homes.
PUMA SELECT: The specially designed store features PUMA’s latest global collaborations with designers and street wear labels.
ELEVATED STORE EXPERIENCE: The art-inspired one-floor layout comes with a wall mural which doubles up as a game for shoppers to win freebies. The wall art has been executed by young art influencer Amrai Dua Dewan, who features in the list of India’s top 100 women illustrators.