Sportswear brand Puma aims to “inspire individuals to unleash their wild energy” in a new global campaign.
According to the firm, it is the largest marketing investment Puma has made to date, with a 40% increase, compared to 2024.
The German sportwear manufacturer and retailer positioning aims to resonate with Gen Z, who “tend to seek immersive experiences, social connection, and pleasure from sports”.
“Puma has always embodied this vision, from Tommie Smith’s raised fist in 1968 to Usain Bolt’s explosion of joy in 2008,” said Richard Teyssier, global VP of brand and marketing at Puma.
“We believe that greatness begins with the courage to be yourself and this philosophy has always guided Puma, resonating more than ever with the younger generation. With this ‘Go Wild’ campaign, we are taking our first step to further connect with our audience, with the first chapter focusing on running with a truly unique and disruptive approach”.
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The first stage of the marketing drive features a hero spot showcasing running. It celebrates the everyday runner, runners with their dogs, a new mum and a running club.
Julie Legrand senior director of global brand strategy and communications at Puma said: “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.
“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 Puma is uniquely positioned to own.”
The marketing drive will continue to run throughout 2025 and into 2026, putting the spotlight on different sports, including basketball and football.
Puma will unveil a series of content explaining its ‘Go Wild’ positioning to its audience through ambassador stories. It will run across digital, out-of-home, PR, social media channels, TV, retail and talent activations.
