Global sportswear giant PUMA has unveiled its largest marketing campaign to date, “Go Wild,” signaling a significant evolution in its brand identity and a renewed focus on connecting with younger generations.
The campaign aims to position PUMA at the intersection of its DNA and the aspirations of Gen Z, emphasizing sport as a form of self-expression and enjoyment.
Moving beyond performance metrics, PUMA aims to inspire individuals to unleash their wild energy through sport. By capturing the human instinct we all feel when playing sport, PUMA aims to expand its global presence and 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 PUMA, resonating more than ever with the younger generation,” said Richard Teyssier, Global VP Brand and Marketing at PUMA.
“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,” he added.
The campaign kicks off with a focus on running. The “Go Wild” hero film is a tribute to runners unlocking the runner’s high—a rush of happy chemicals released during physical activity. The ‘Go Wild’ film moves away from featuring athletes and celebrities and instead celebrates the everyday runner, including the early-rising runners, a runner with their dog, a new mom, or running as a community.
The campaign will extend through 2025/26, spotlighting other sports such as basketball and football, and leveraging major global sporting events. PUMA will also release content featuring ambassadors, highlighting their own “Go Wild” experiences.
