PUMA Opens Multi-Branded Store in New York

March 20, 2005

Store Exclusively Offers Grade-A Selection of PUMA’s Sport Fashion Collections

Boston, Massachusetts, March 16, 2005 – PUMA® announced today the global launch of their newest retail store in New York City’s Meatpacking District. Dedicated to PUMA’s sport-fashion collections, the store is located at 421 West 14th Street. The PUMA Store Meatpacking District will exclusively house the brand’s extensive range of sport-fashion collaborations, specifically 96 HOURS, nuala, Mihara, Starck and Dassler. The store opened its doors in late February 2005 and is a venue where PUMA will exhibit its cutting edge designs and collaborative projects.

The new PUMA store will act as a laboratory or incubator for the brand to experiment with new ideas and infuse the PUMA personality with the design sensibility of experts from various industries. Each collection in the store is created to stand-alone, however, they are being presented as a together under one roof for the first time with the opening of the new store.

“After embarking into the sport-fashion segment in the mid-1990’s, we felt it was time to create a PUMA environment that showcases the inherent design of these products,” said Jochen Zeitz, CEO and Chairman of PUMA AG. “This store is a first in many respects. PUMA is the first to take the sport-fashion concept a step further by creating a multi-branded store environment. The Meatpacking District store will also provide a setting to connect directly with a cutting edge consumer.”

Two distinctive logos, the jumping cat and the formstrip, typically identify PUMA product to consumers. The existing PUMA Concept Stores utilize the jumping cat branding as its focal point for design direction. In contrast, the PUMA Store Meatpacking District takes its lead for interior design from the brand’s signature formstrip. Intended to highlight the unique aspects of a multitude of collections in an inclusive space, the store also has a black interior that provides a neutral backdrop to focus consumers on the designs of each range. Each of the fixtures in the store is inspired by sport and it is designed to be a place where all of PUMA’s sport-fashion brands can intersect and interact in a unique way. This is shown through new graphics that incorporate the individual logos of all of these collections.

New York, specifically the Meatpacking District, draws the right clientele to support a retail environment dedicated specifically to PUMA’s sport-fashion collections. Known for embracing design and progressive thought, New York is also the center of fashion for the United States. Just as the PUMA Concept Store in New York is the right fit for Broadway in Soho, this new PUMA store is uniquely suited for W 14th Street in the Meatpacking District.

About PUMA Sport-Fashion

True to form for the brand, PUMA takes a different approach to sport-fashion than most other companies. For PUMA, its not just about the joining of two well know name brands, but rather a laboratory for incubating new projects and new ideas. The basic concept for the collections within this PUMA store is to utilize the strengths and alternative perspectives of different designers/brands to emphasize the joint ambitions while maintaining the strong and distinct personality of each.