PUMA Goes Wild with New Global Campaign

Rooted in self-expression and fuelled by the “runner’s high”, PUMA’s Go Wild campaign shakes up the sportswear industry.

While many brands chase perfection and peak performance, PUMA stands apart, offering something refreshingly different: joy.

This campaign marks a pivotal shift in PUMA’s brand DNA, with a 40% increase in advertising investment compared to 2024.

By moving away from elite sports icons, the brand celebrates a more inclusive experience of sport as a collective joy.

“Greatness begins with the courage to be yourself,” said Richard Teyssier, global VP of brand and marketing at PUMA.

The campaign captures the raw, emotional energy of sport, reframing it as a source of empowerment and community connection.

Developed from consumer insights of over 10,000 people globally, Go Wild finds a unique space where performance meets joy.

Initially focusing on running, the campaign showcases ordinary athletes: early risers, new mums with strollers, and pets running alongside their owners.

There’s no celebrity glitz here—just real people chasing the exhilaration movement brings.

“You’ll never regret a run,” says Julie Legrand, PUMA’s Senior Director of Global Brand Strategy and Communications.

This shift in tone deliberately distances itself from the traditional grit and hustle narratives, favoring exuberance and spontaneity instead.

PUMA wants to redefine sport not as a sacrifice but as a joy in everyone’s life.

The hero film features surreal elements, with runners transforming into animals, channeling the primal energy of sport.

This theatrical approach resonates particularly well with Gen Z, capturing their interest and generating amazing ad effectiveness statistics.

The campaign ranks in the top 5% for effectiveness in the US, China, and Germany, and in the top 25% globally.

Go Wild will continue to evolve into 2025 and 2026, branching into basketball, football, and other sports, all tied to major global events.

The core theme remains: inspiring a global audience to express their true selves.

This resonates with cultural shifts, as young people increasingly resist hustle culture, seeking freedom and emotional connection through sports.

PUMA’s campaign builds on a rich history of athletes representing self-expression—from the iconic raised fist of Tommie Smith to Usain Bolt’s joyful sprint.

Go Wild carries this legacy forward for a new generation interested as much in meaning and identity as speed and stats.

The campaign is backed by a broad media strategy, encompassing digital, social, PR, retail, and talent-led activations.

As PUMA celebrates those who embody going wild in sport and life, Teyssier declares, “Our success will go beyond just sales impact; we aim to redefine the game.”