Puma, the German sporting goods manufacturer, has shifted its brand strategy to the audio area with the introduction of the ‘Go Wild’ podcast. The series is intended to support the company’s global “Go Wild” campaign and address a younger audience through storytelling and digital closeness.
The podcast, who debut with a conversation between the former Olympian Colin Jackson and the Athletics icon Usain Bolt, signals the brand’s deeper penetration into the area of content-controlled community building-part of the wider trend that repositioning fashion and lifestyle companies as a media company.
The podcast moderated by Jackson invites the listeners: Inside, unscripted conversations with a number of top -class athletes: inside and cultural influencers: inside, which are referred to as “The Puma Wild Ones” and embody the brand ethic of courageous self -expression and fearless performance. The first episode, a 30-minute dialogue with Bolt, deals with both solemn and challenging moments of his career, including his dramatic disqualification at the 2011 World Championships. While the tone remains light and accessible, the content underlines the emotional and psychological stories that often remain unknown in traditional brand communication.
Julie Legrand, Global Senior Director of Brand Strategy and Communication at Puma, positions the podcast as a natural development of the way in which modern brands have to address their consumers.
“We go beyond conventional campaigns,” says Legrand. “With ‘Go Wild’ we develop immersive stories that reach people on a deeper, more personal level. The podcast format offers authenticity that is well received by today’s audience-especially among younger listeners: inside, honesty and personality appreciate more than high gloss.”
The podcast is part of a larger content ecosystem that is connected to Puma’s largest global campaign so far, which was started at the beginning of the year and the courage to be in focus and celebrate the joy of sport. This more comprehensive strategy includes long video portraits, of influencers: guided storytelling and branding integrations in large sports events such as the Boston Marathon and the UEFA Women’s Euro Championship.
Although audio for sporting goods brands is still a relatively young medium, Puma’s step reflects a broader change in marketing philosophy: away from transactional branding and towards the editorial commitment. Fashion houses such as Chanel and Gucci have already dealt with podcasts and have often dealt with topics such as craftsmanship and tradition. In the sporting goods category, however, Puma’s entry is more populist and frames the sport as a platform for vulnerability, identity and community.
The ‘Go Wild’ podcast is characteristic of a media-experienced generation of brands, the voice-not only pictures-use to strengthen the emotional bonds about the consumer: inside. Since storytelling is increasingly becoming a core function of the brand value, Puma’s investment in Longform-Content shows the belief that consumer: loyalty to the inside is not only built through products, but through common values and experienced experiences.
This article was used with digital tools translated.
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