The worldwide sports company Puma starts its largest global campaign so far. This initiative marks a significant step in the further development of the brand identity, confirms Puma’s commitment to redefine the game and creates the basis for long -term, sustainable growth Puma presents a new vision of sport that remains loyal to both the expectations of the new generations and its own tradition. Sport is seen as an expression of personality, as a possibility of joy and as a way to social networks. With ‘Go Wild’ Puma starts a comprehensive strategic initiative that combines the unique DNA and the history of the brand with the wishes of the new generation of consumers.
With an increase in marketing expenses by 40 % compared to 2024, ‘Go Wild’ Pumas is the largest marketing investment so far and represents the beginning of the renewed brand DNA. In a world in which sporting performance is often only measured on victories, Puma relies on a different perspective. This new brand DNA is particularly aimed at Generation Z, which is looking for intensive experiences, social networking and joy in sport.
Puma goes beyond the mere admiration of top performance – the brand wants to inspire people to unleash their energy through sport. By capturing the instinctive feeling that drives us all during sports, the global presence is to be expanded and a deeper connection to the audience is created.
“Puma has always embodied this vision – from Tommie Smith’s Faust in 1968 to Usain Bolt’s joyful jubilation in 2008. We believe that true size begins with the courage to be yourself. This philosophy has always managed Puma and speaks the younger generation more than ever today,” explains Richard Tyssier, Global VP Brand and Marketing at Puma. “With the ‘Go Wild’ campaign, we take the first step to connect even more closely with our audience – the first chapter that focuses on running begins with a unique and disruptive approach.” The campaign starts with a focus on running, based on the knowledge that running is the most fun when you reach the ‘Runner’s High’ – the high feeling when running. Puma helps to unleash this inner energy and make running a unique experience.
“Our research shows that running triggers an incomparable high feeling. No matter how challenging it is, you don’t regret a single run,” explains Julie Legrand, Senior Director Global Brand Strategy and Communications at Puma. The ‘Go Wild’ campaign is based on the most extensive consumer research in the history of the brand and defines a new market niche, in which performance and joy meet-a previously unused positioning that Puma can perfectly claim. ” The 2025 campaign starts with the ‘Go Wild’ film, a homage to runners who are highly feeling-the so-called ‘Runner’s High’, in which happiness hormones are released-instead of concentrating on well-known athletes and celebrities. Mothers and running communities.
After the start, the campaign will continue by 2025/26 and focus on various sports areas such as basketball and football, as well as use important global sports events. In order to further spread the ‘Go Wild’ message, Puma plans a number of content that bring the concept to alive through the stories of the brand ambassadors. From Tommie Smith in 1968 to Usain Bolt in 2008 to Mondo Duplantis in 2024-self-realization through sport is always the focus of the Puma ambassadors. They know like no other, what ‘Go Wild’ means, and as “Wild Ones” present the representatives of the brand.
The ‘Go Wild’ campaign starts worldwide on March 20 and is reinforced by a comprehensive global media strategy that includes numerous contact points – digital, ooh, PR, social media, TV, retail and talent -driven activities around the world.