Iconic sports brand Puma has launched its biggest global campaign to date – ‘Go Wild’ – an evolution in its brand identity that reinforces its commitment to redefine the game, and set the stage for long-term, sustainable growth.
‘Go Wild’ is Puma’s largest marketing investment to date marking the debut of its brand DNA, with a 40 percent increase in marketing investments compared to 2024. In a world where performance is just about the wins, the brand resonates with the new generation, especially Gen Z, that seeks immersive experiences, social connection, and pleasure from sport.
More than just the emphasis on performance, Puma inspires individuals to unleash their wild energy through sports. By capturing the human instinct we all feel when playing, it expands its global presence to make more meaningful connections with its audience.
“Puma has always embodied this vision, from Tommie Smith’s raised fist in 1968 to Usain Bolt’s explosion of joy in 2008. We believe that greatness begins with the courage to be yourself and this philosophy has always guided us, resonating more than ever with the younger generation,” says Richard Teyssier, global VP for brand and marketing.
The campaign kicks off with a focus on running, aligning with a positive audience response in this space and rooted in the belief that running is at its best when you chase the highs, while unleashing the energy inside you so you.
“We started with the consumer insight that running will give you a rush like nothing else. Which means that no matter how hard it is, you will never regret a run,” said Julie Legrand, senior director for brand strategy and communications.
The ‘Go Wild’ campaign was developed with the largest consumer research in the brand’s history, finding a clear space in the market for Puma where performance meets joy – an untapped territory that it is uniquely positioned to own.”
To mark the launch, Puma released the ‘Go Wild’ hero film, a tribute to runners unlocking that high – a rush of happy chemicals released during physical activity. The film moves away from featuring athletes and celebrities and instead celebrates the everyday runner, including the early-risers, those who run with their dog, a new mum, or a community running together.
