- A new vision for sport, aligned with the expectations of a younger generation and rooted in PUMA’s history, crystallized through the ‘Go Wild’ campaign.
- A 40% increase in advertising investments compared to 2024.
- Promising initial results, with the ‘Go Wild’ campaign ranking among the Top 5% of the most effective sales-driven ads in the USA, China, and Germany.
Global sports brand PUMA has unveiled its most ambitious global campaign to date – ‘Go Wild’ – a bold evolution in its brand identity that reinforces its commitment to redefining the game and laying the groundwork for sustainable, long-term growth.
A New Vision of Sport for a New Generation
With ‘Go Wild,’ PUMA introduces a fresh perspective on sports that resonates with the evolving expectations of younger generations. Rooted in its rich heritage where sport is not just about performance but also a form of self-expression, enjoyment, and social connection, this campaign marks a major strategic shift. It positions PUMA at the intersection of its legacy and the aspirations of today’s youth, capturing the essence of what it means to embrace sport with unrestrained passion.
Biggest Marketing Investment to Date
‘Go Wild’ represents PUMA’s largest marketing investment in its history, with a 40% increase in spending compared to 2024. This renewed brand DNA strikes a chord with Gen Z and younger audiences, who crave immersive experiences, meaningful connections, and the pure joy that comes from engaging in sport.
PUMA’s vision goes beyond traditional performance metrics — it aims to ignite the untamed energy within individuals and inspire them to push boundaries through sport. The campaign taps into the raw instinct that fuels athletic passion, allowing PUMA to expand its global footprint and build deeper, more authentic relationships with its audience.
Honoring PUMA’s Legacy of Greatness
“PUMA has always embodied this spirit – from Tommie Smith’s powerful raised fist at the 1968 Olympics to Usain Bolt’s unforgettable explosion of joy in 2008. We believe that greatness starts with having the courage to be yourself. This philosophy has always guided PUMA, and it resonates now more than ever with the younger generation,” says Richard Teyssier, Global VP Brand and Marketing at PUMA. “With ‘Go Wild,’ we’re taking the first step toward building stronger connections with our audience, beginning with a unique and disruptive approach to running.”
Kicking Off with Running: Chasing the High
The campaign debuts by focusing on running, a sport that deeply resonates with PUMA’s audience. Rooted in the belief that running offers an unmatched rush, ‘Go Wild’ highlights how PUMA unleashes the energy within, allowing individuals to chase that exhilarating feeling of a runner’s high.
“We started with the insight that running gives you a rush like nothing else. No matter how hard it is, you’ll never regret a run,” shares Julie Legrand, Senior Director Global Brand Strategy and Communications at PUMA. Through extensive consumer research – the largest in the brand’s history – PUMA identified a unique space where performance meets joy. This uncharted territory perfectly aligns with PUMA’s ethos, allowing it to redefine the narrative of sport.
Hero Film: Celebrating Everyday Runners
To mark the campaign’s launch, PUMA released the ‘Go Wild’ hero film, a tribute to everyday runners experiencing the euphoria of a runner’s high. Moving away from the traditional focus on professional athletes and celebrities, the film highlights real-life runners — from early risers hitting the pavement, to runners with their pets, to new moms finding their stride, and even entire communities running together.
The pre-launch tests confirm the potential of this campaign, with results placing ads in USA, China, and Germany in the top 5% of most effective in driving sales and other markets ranking in the top 25% of successful global campaigns.
Beyond Running: Expanding ‘Go Wild’ Across Sports
The momentum of ‘Go Wild’ will extend through 2025 and 2026, with PUMA spotlighting different business units within sport, including basketball and football, while leveraging key global sporting events. To reinforce the campaign’s message, PUMA will release a series of compelling content highlighting ‘Go Wild’ through the stories of its ambassadors. From Tommie Smith in 1968 and Usain Bolt in 2008 to Mondo Duplantis in 2024, PUMA’s ambassadors have always embodied the spirit of self-expression through sport — they are the true Wild Ones.
Multi-Channel Global Launch: March 20th
The ‘Go Wild’ global campaign officially launches on March 20th, supported by a comprehensive multi-channel media strategy across digital, OOH (out-of-home), PR, social, TV, retail, and talent-driven activations worldwide.
For PUMA fans in the Philippines, follow PUMA Philippines’ Instagram to witness the local chapter of the ‘Go Wild’ campaign featuring Filipino athletes and runners. Stay tuned for exciting updates and exclusive content!
Learn More About ‘Go Wild’
For more information about PUMA’s ‘Go Wild’ campaign, visit www.puma.com.
