PUMA’s latest global campaign, ‘Go Wild’, encourages runners to embrace self-expression and chase the high of running.
Global sports brand PUMA has launched its largest brand campaign to date, marking a significant evolution in its identity. Titled ‘Go Wild’, the campaign shifts focus from elite athletes to everyday runners, highlighting how people rearrange their lives to chase the runner’s high.
The initiative aims to inspire individuals—whether amateur or professional—to unlock their authentic selves through sport. The campaign is rooted in PUMA’s long-standing commitment to promoting self-expression, joy, and the transformative power of movement.
Celebrating Individual Greatness Through Sport
For 75 years, PUMA has played a key role in advancing both sport and culture, championing the idea that greatness comes from embracing individuality.
Arne Freundt, CEO of PUMA, stated: “PUMA has always been home to athletes who achieved greatness by staying true to themselves. Icons like Tommie Smith, Usain Bolt, Breanna Stewart, and Neymar embody our brand DNA—championing self-expression and joy.”
Freundt added that ‘Go Wild’ is PUMA’s second major brand campaign and a key step in strengthening its emotional connection with consumers.
Unlike traditional sports campaigns that idolise performance, ‘Go Wild’ encourages people to embrace the instinctive joy of movement. Whether it’s an early-morning runner, a new mother, or someone running with their dog, PUMA aims to showcase the diverse and personal reasons why people run.
A New Vision for Sport
Richard Teyssier, Global VP Brand and Marketing at PUMA, explained that the campaign reflects a new direction for sport, particularly for younger generations.
“In an era shaped by social media and meme culture, we want to inspire both professional and everyday athletes to find their own greatness by staying true to themselves. ‘Go Wild’ is about self-expression, not just competition.”
The campaign launches with a hero film capturing the essence of the runner’s high—the rush of endorphins released during physical activity. Rather than featuring celebrities, the film celebrates ordinary runners, reinforcing the idea that sport is for everyone.
PUMA’s Sporting Legacy and Future Goals
PUMA has a history of supporting bold, expressive athletes. From Tommie Smith’s 1968 Olympic protest to Usain Bolt’s record-breaking performances, its ambassadors have consistently embodied the fearless spirit of sport.
Now, the ‘Go Wild’ campaign extends beyond running, with plans to highlight basketball, football, and other sports throughout 2025 and 2026. The brand will also integrate the message into major global sporting events.
Campaign Launch and Future Content
The campaign officially launches on 20th March 2025, with ongoing content exploring personal stories from PUMA’s ambassadors. These stories will reinforce the core message of ‘Go Wild’—that greatness is achieved through authenticity, self-expression, and passion for sport.
For more information, visit www.puma.com.