Tel Aviv!

PUMA opens new 700-square-meter flagship store close to the old port in Tel Aviv

March 19, 2021

PUMA opens new 700-square-meter flagship store close to the old port in Tel Aviv

March 19, 2021

Welcome to PUMA’s  700-square-meter (7.535 square feet) flagship store in the Israeli capital. The shop has an excellent location, close to the water front at the Old Port promenade. Customers can experience the brand on two floors. There is a PUMA Hoops area, an interactive digital football experience, a Formula 1 simulator, a customization area and more.

On March 16, PUMA celebrated its biggest store opening since 2019. Back then we opened our flagship store in New York City on 5th Avenue. Our shop in Tel Aviv also is one of a kind, where the latest PUMA fashion and innovative sports engagement zones meet. The store offers lots of possibilities to interact with PUMA products and sports. There is a sophisticated Formula 1 simulator, a customisation area, interactive digital football experience as well as a Select and Hoops area on the mezzanine. The concept store also features some heritage frames along the stairs. They were created in close alignment with the PUMA Archive team. Tel Aviv is a cosmopolitain and cultural hub in the Middle East. A city that is young, full of innovation and yes, crazy about sports. This is why Tel Aviv and the PUMA brand are an excellent match.

This was the shop opening


This fantastic new PUMA store marks a new beginning for our brand in Israel. Tel Aviv is one of the most vibrant, lively, stylish, and sports-crazy cities I’ve ever seen. So, it’s about time the cat shows its teeth there. Plus, it is so refreshing to see vaccinated people standing and dancing together to celebrate the opening of a physical store. Thank you very much to all the great people at PUMA as well as our local partner Irani Group, who made this happen.

Johan Kuhlo, General Manager EEMEA Distribution at PUMA

Organization of the opening in times of a global pandemic 

Just a few days before the grand opening of the flagship store, PUMA opened a smaller store in the Golden Mall, situated in the south of Tel Aviv. These two openings in one month would not have been possible without excellent teamwork. The store runs by local distributor Irani Group.

Teams calls, Zoom calls, home office, no travelling, no office appearance, no offline meetings and so on, we didn’t choose the way to work like this. But even with all these challenges we were able to bring everything to the table and this fantastic store to live.

Kirill Kazakov, Retail Manager at PUMA

Wall painting by local street artist Broken Fingaz

For the central visual in the store, PUMA teamed up with an up-and-coming local street artist to combine PUMA history with local vibes. ‘Where the sun rises’ is the theme of the eyecatching art piece in the main hall of the shop. Artist Broken Fingaz created the colorful painting. The painting shows basketball legend Walter ‘Clyde’ Frazier together with an expressive PUMA cat. It transports the individual style of the brand that matches the Tel-Aviv vibe. The background of the wall painting shows the local port and the Eastern Mediterranean Sea.

What a great store concept!

Drop by! We hope to see you soon!

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