Puma and adam&eveDDB have launched the brand’s biggest global campaign to date, and it’s built around the famous runners’ high. Humorously, the campaign film, Go Wild, directed by Love Song director, Elliott Power, is underscored by Afroman’s Because I Got High. The is a tribute to runners unlocking the runner’s high and moves away from the genre’s – now classic – format of featuring athletes and celebrities and instead celebrates the everyday runner – the early-rising runners, the runner with dog, the new mum, the running community.
Following the launch with its focus on running, the campaign will continue through 2025-26 by spotlighting different sectors of sport, including basketball and football, and using key global sporting events. PUMA will also launch a series of content that explains Go Wild through the stories of the brand’s ambassadors – Tommie Smith in 1968, Usain Bolt in 2008, Mondo Duplantis in 2024, who know what it means to go wild, and are Puma’s Wild Ones.
Go Wild is a shift in Puma’s brand identity that reinforces its commitment to redefining “the game”. It presents sport as a form of self-expression, a source of enjoyment, and a way to create social connections. In a world where performance is just about the wins, PUMA has decided to stand out with a different vision. Rather than worshipping performance, it is inspiring individuals to unleash their wild energy through sport.
“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,: stated 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.”
“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,” added Julie Legrand, senior director global brand strategy and communications at PUMA. 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 full campaign will cover digital, OOH, PR, social, TV, retail, and talent-driven activations worldwide.
