GO WILD: PUMA launches their latest global campaign

Go Wild.

What did I tell you last year? PUMA’s on the up and up and this is definitely a step into the right direction. PUMA recently launched their biggest global campaign to date, marking an evolution in its brand identity, reinforcing their commitment to redefining the game and setting the stage for long-term, sustainable growth.

With the brand heavily pushing investments into more marketing, PUMA focuses on the newer generations, those who seek immersive experiences, social connections and pleasure from sport.

PUMA aims to inspire individuals to unleash their ‘wild side’ 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”, says 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”.

As seen here, the brand puts a spotlight on running, where the belief is that running is at its best when you chase the highs, with PUMA unleashing the energy inside you so you can earn the high.

“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,” says Julie Legrand, Senior Director Global Brand Strategy and Communications at PUMA. The ‘Go Wild’ campaign aims to finding a clear space in the market for PUMA where performance meets joy – an untapped territory that PUMA is uniquely positioned to own.”

For the launch, you can watch the ‘Go Wild’ hero film, a tribute to runners unlocking the runner’s high – a rush of happy chemicals released during physical activity. The ‘Go Wild’ film moves away from featuring athletes and celebrities and instead celebrates the everyday runner, including the early-rising runners, a runner with their dog, a new mum, or running as a community.

Over the next few months, expect the brand to spotlight different sports, including basketball and football, leveraging on key global sporting events (the World Cup is happening in 2026, among other things). PUMA will also be releasing content stories showcasing key brand ambassadors such as Tommie Smith (1968), Usain Bolt (2008) and even Mondo Duplantis (2024). Follow PUMA Philippines’ Instagram account to see more of PUMA’s “Go Wild” campaign featuring local athletes and runners. Stay tuned for the latest updates. 

For more information, please visit www.puma.com