First Look at Puma’s Shop-In-Shops At Finish Line

Puma has a new strategic retail partner. After previously working with Foot Locker on its Puma Lab shop-in-shops, the Herzogenaurach, Germany-based athletic brand has teamed up with Finish Line to roll out a new in-store customer experience, dubbed the Puma Edge. Footwear News got a first peek at the setup.

Finish Line began rolling out the retail concepts earlier this month to 10 locations, with the final spaces launching this weekend. The retailer told FN it aims to expand the concept to additional markets in the future. And to address the digital audience, the company also plans to create a dedicated Puma Edge area on Finishline.com.

According to the retailer, the store installations feature a sleek design focused on the collision of sport and style. The product offering will consist of an expanded assortment of men’s apparel, footwear and accessories, including some exclusive items.

“We believe Puma Edge will heighten the customer experience by bringing together the edge of sport and style with unique and distinctive products,” said Jeff Morrell, SVP and GMM at Finish Line, said in a statement.

Jay Piccola, president of PUMA North America, added, “These shops bring Puma a unique opportunity to partner with a leader in the athletic specialty space, with an exciting brand experience connecting us to the Finish Line consumer.”

To promote the openings, Finish Line and Puma plan to engage in digital and social media initiatives including digital paid media, email outreach, geo-targeted Facebook and Twitter posts and blog placements.

The two companies also are hosting VIP events in three markets — Philadelphia, Atlanta and Southern California — inviting local influencers and members of Finish Line’s Winner’s Circle loyalty program to launch parties. Fans can follow all the action on social media with Puma’s brand hashtag, #ForeverFaster.

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