PUMA is a premier global sports and lifestyle anchor for Tier-1 Regional Malls, High-Street flagship districts, and Travel Retail hubs. Entering 2026, the brand is in a strategic "Transition Year" following a 2025 leadership reset. Under new CEO Arthur Hoeld (appointed July 1, 2025), PUMA is executing its "Top 3 Sports Brand" roadmap, focusing on brand elevation and a significantly improved Direct-to-Consumer (DTC) channel mix. The 2026 retail model—highlighted by its massive new 24,000 sq. ft. London (Oxford Street) and 25,000 sq. ft. Las Vegas (The BLVD) flagships—serves as a high-tech "Brand Laboratory." These spaces feature immersive NITRO™ running technology walls, F1 racing simulators, and "PUMA x YOU" customization studios. For landlords, PUMA offers a powerful "Experiential Anchor" profile, driving consistent foot traffic through a curated mix of performance footwear (Football, Running, Training) and high-heat "Sportstyle Select" collaborations. Backed by a robust global logistics network and a renewed focus on full-price realization, PUMA remains a cornerstone tenant for the world’s most influential retail destinations.