If PUMA wasn’t cool enough, they’ve just topped it.

PUMA’s NYC flagship store is an undeniable masterpiece, offering customers the experience of sports engagement zones, a customisation studio and other digital offerings.

PUMA customers will have the opportunity to customise their chosen apparel, footwear and accessories with the PUMA x YOU studio and can see collaborations from artists and designers.

The fun doesn’t stop there as customers can also take part in virtually racing the streets of New York City while strapped to a professional-grade F1 racing simulator.

Additionally, the store offers 3D printing, laser printing and the NBA2K gaming experience.

The store is spread across two floors with 18,000 square feet of space in total.