German sportswear brand Puma has opened a new flagship store on Oxford Street, London, which it describes as its largest-ever in Europe. 

Located near Selfridges and Bond Street Underground station, the store covers an area of 24,000ft². 

It presents the brand’s performance lines, including its NITRO running technology and Future, Ultra and King football boots, alongside lifestyle collections.  

The store includes several customisation areas, a digital running video wall to illustrate NITRO technology, and an archive section covering 77 years of the company’s history. 

To mark the launch, Puma has rolled out a London Exclusive collection designed by the company’s vice-president of creative direction and innovation, Heiko Desens.  

The limited collection reinterprets British icons such as the Union Flag and Harris Tweed.  

Available exclusively at the Oxford Street store, it takes its cues from London’s community spirit and creative culture. 

The launch follows Puma’s October announcement of new strategic priorities aimed at resetting the company and strengthening its position in the global sports market.  

The strategy focuses on expanding its direct-to-consumer business while continuing to work closely with wholesale partners. 

Puma CEO Arthur Hoeld stated: “The opening of our Oxford Street flagship is an exciting moment for Puma. It’s our first flagship store in Europe, which gives us the chance to connect with more people than ever before - right in the heart of one of the world’s most iconic shopping destinations. 

“This space not only highlights our product excellence, but also celebrates our heritage and long-standing connection with elite athletes.” 

In late November 2025, reports surfaced that Chinese sportswear manufacturer Anta Sports Products was exploring a potential bid for Puma. 

Rival Chinese sports apparel company Li Ning Co, along with Japanese sportswear brand Asics Corp, is also considering a possible move.