London just got more PUMA

Take a look inside PUMA’s new London Flagship Store

December 10, 2025

PUMA has opened its largest-ever European flagship store on London’s Oxford Street – a space that combines cutting-edge performance innovations, immersive experiences, and cultural storytelling in one of the world’s most iconic shopping destinations.

“This flagship is a key step in bringing PUMA closer to consumers in one of the world’s most influential retail destinations. It allows us to showcase our latest innovations, strengthen our presence in Europe, and create an experience that reflects both our heritage and our ambition for the future,”
says PUMA CEO Arthur Hoeld.

A New Benchmark for Retail

Just steps from Selfridges and Bond Street Tube Station, the 24,000-square-foot store spans three floors and brings the best of PUMA’s world to life. From NITRO™ running technology, football boots FUTURE, ULTRA and KING, and the latest HYROX collection to PUMA’s newest lifestyle products, the store is designed for sport enthusiasts and style seekers alike.

Experience Innovation Up Close

Visitors can explore interactive zones that turn shopping into an experience:

Customization areas to create unique products:

A digital running wall that reacts to every touch

An archive space showcasing 77 years of PUMA heritage

Exclusive London Collection

To celebrate the opening, PUMA introduced a London Exclusive Collection. Inspired by British icons like the Union Flag and Harris Tweed, the limited-edition pieces reinterpret tradition through PUMA’s modern lens.

A Destination for Sport and Style

The Oxford Street flagship is a place to connect with the brand in a new way, through innovation, design, and community. Drop by and see how sport, style, and culture come together under one roof.

Our latest articles

Sports

"Good Humans First, Great Basketball Players Second"

WNBA star Kelsey Mitchell joins the PUMA family to become the first athlete added to Tyrese Haliburton’s signature Hali Line. The two icons from Indianapolis talk friendship, Kelsey’s trajectory, and what’s next for the franchise.

read the story

Sports

From the Nineties to Now: A History of Firsts

We’ve never been interested in playing it safe. Take a look inside PUMA’s more recent history of radical leadership: marrying sports tech to cultural disruption.

read the story

Sports

Why HYROX Is More Than a Race

HYROX is more than a race, it's a movement. Joanna Wietrzyk, Faisal Abdalla and Simon Gronau share how hybrid fitness racing is redefining fitness through community, resilience and the belief that anyone can cross the finish line.

read the story

Sportstyle

Inside A$AP Rocky’s Revival of the PUMA Suede ‘94

A$AP Rocky reimagines the PUMA Suede ‘94 with retro rebranding, nostalgic familiarity and his unique touch. Catch up with the conversation behind this collaborative effort and creative direction.

read the story

Sports

A History of Firsts: 4 Decades of PUMA Innovation

PUMA has been challenging the status quo for nearly 80 years. Step behind-the-scenes of the early milestones that redefined athletic performance forever.

read the story

Sports

Wearing Home – Seven Clubs, Seven Identities

From Dortmund's landmarks to Kiel's northern roots, seven PUMA clubs wear a piece of home in the 2026/27 season. Discover the stories, symbols and local inspirations behind each new jersey.

read the story

Sports

Linford Christie’s Eye-Catching Moment

Discover how sprint legend Linford Christie turned a press conference in Atlanta into a lasting piece of sports and marketing history and created one of PUMA’s most memorable brand moments.

read the story

Sports

Performance Innovation: Bringing NITRO™ to Football

Football isn't just running with a ball. Romain Girard explains why bringing NITRO™ to the pitch meant rethinking one of PUMA's most successful technologies from the ground up.

read the story

Sportstyle

One Shoe Four Ways: Meet the Speedcat Mule

Meet the Speedcat Mule: a cult classic reimagined as the summer’s most stylish slip-on. Motorsport DNA, ballet detailing, smooth leather and rich colours, this is the shoe of the summer that makes getting dressed look easy.

read the story

Sports

Rest Day Reading

On a rare World Cup rest day, the focus shifts from matches to everything around them. Time to catch up on the stories, styles and moments that carry the game forward – before the ball starts rolling again.

read the story

Sports

From Leather Boot to Speed Tool

What began as a heavy work boot is now a high-performance innovation platform. Explore the milestones, players and technologies behind the evolution of PUMA’s football boots.

read the story

Sportstyle

Travel in Style: How to Wear the PUMA x Salehe Bembury Collection

Salehe Bembury and PUMA’s TRVL WEAR collection blurs the lines between football fandom and summer fashion. Here’s how to wear the vivid tracksuits, tees and sneakers for the global tournament (and beyond) this season.

read the story

London just got more PUMA

A New Benchmark for Retail

Experience Innovation Up Close

Exclusive London Collection

A Destination for Sport and Style

Our latest articles

CATCH UP OPENS THE DOORS TO PUMA’S WORLD – FROM SPORTS AND STYLE TO CORPORATE INSIGHTS AND OUR LEGACY, INVITING EVERYONE TO EXPERIENCE THE PASSION THAT DRIVES US FORWARD.