PUMA has launched ‘Go Wild’, its most extensive global campaign to date, signalling a pivotal moment in the evolution of its brand identity. The initiative underscores the company’s focus on long-term growth, aligning its heritage with the values of new generations through a vision of sport as an expressive, social, and joyful experience.
‘Go Wild’ marks a strategic repositioning at the intersection of PUMA’s legacy and the shifting expectations of younger audiences. Rather than focusing solely on athletic performance, the campaign aims to encourage individuals to tap into their raw energy through sport, reinforcing PUMA’s belief that movement should be driven by enjoyment and human instinct.
The campaign reflects a 40% increase in marketing investment over the previous year, representing the brand’s largest marketing spend to date. This initiative is designed to engage Gen Z consumers in particular, who are increasingly drawn to immersive, emotionally engaging experiences rather than traditional performance metrics.
Richard Teyssier, Global VP Brand and Marketing at PUMA, stated: “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. 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.”
The initial phase of the campaign centres on running, tapping into the insight that the act of running delivers a unique emotional high. PUMA’s aim is to channel that energy and joy into a renewed connection with its audience.
Julie Legrand, Senior Director Global Brand Strategy and Communications at PUMA, added: “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 campaign’s hero film celebrates this sentiment by showcasing everyday runners rather than professional athletes. It features scenes such as early morning jogs, community running groups, and new parents getting back into fitness. These portrayals aim to connect with a broad spectrum of consumers. Early tests have shown strong performance: in markets including the USA, China, and Germany, the campaign ranked among the top 5% in effectiveness for driving sales. Other international markets placed the film in the top 25% of successful advertising campaigns.
As the campaign progresses through 2025 and into 2026, PUMA will highlight additional sporting segments including basketball and football. The company plans to build on the ‘Go Wild’ message through ambassador-led storytelling. This includes narratives from figures such as Tommie Smith, Usain Bolt, and Mondo Duplantis, reflecting the brand’s long-standing emphasis on personal expression through sport.
The campaign officially launched on 20 March and will be promoted across multiple platforms through a global media strategy incorporating digital, out-of-home (OOH), public relations, social media, television, retail, and events featuring brand ambassadors.
