Puma launches biggest global campaign to date with running-centric ad

Puma has launched a new global campaign titled ‘Go Wild’, kicking off the first instalment with a focus on running as the German sportswear giant increases its advertising investment by 40% compared to 2024.

‘Go Wild’ is the brand’s largest global campaign to date as it launches a "major strategic offensive, unveiling a positioning at the intersection of its DNA, its heritage, and the aspirations of new generations of consumers".

Gen Z is especially on the radar for Puma, which the brand says is seeking more immersive experiences, social connections and pleasure from sports.

Following in-depth research, the focus on running aligns with the brand receiving a "positive audience response in the space" – rooted in the belief that running is at its best when you chase new highs.

Julie Legrand, Senior Director of Global Brand Strategy and Communications at Puma, said: "We started with the consumer insight that running will give you a rush like nothing else. That means that no matter how hard it is, you will never regret a run.

"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."

To mark the launch, Puma has released the ‘Go Wild’ hero film, as a "tribute to runners unlocking the runner’s high" - the rush of "happy chemicals" released during intense exercise.

Puma has launched a new global campaign titled ‘Go Wild’, kicking off the first instalment with a focus on running as the German sportswear giant increases its advertising investment by 40% compared to 2024.

The ‘Go Wild’ film moves away from featuring athletes and celebrities and instead celebrates the everyday runner, including early risers with their dog and a new mum.

Following the launch, now live via TV, digital, out of home, social and retail, the campaign will continue through 2025/26 by strategically spotlighting different sports, including basketball and football and leveraging key global sporting events.

To further sustain the ‘Go Wild’ message, Puma will be launching a series of content which aims to explain ‘Go Wild’ to its audience through its ambassadors’ stories - from Tommie Smith in 1968 and Usain Bolt in 2008, to Mondo Duplantis in 2024.