PUMA Redefines the Game: Unveiling a Bold Strategy and Brand Positioning With ‘Go Wild’ Campaign
21 March 2025: Global sports company PUMA announces the launch of its biggest global brand campaign to date – ‘Go Wild’ – marking an evolution in its brand identity and showing runners re-arranging their lives to chase the highs of running. The campaign celebrates the individual and inspires everyone – amateurs and professional athletes alike – to unleash their true selves and discover greatness in their nature.
For 75 years, PUMA has relentlessly pushed sport and culture forward and, as a leading sport brand, has always promoted sport as a way to embrace self-expression and joy. Through the launch of ‘Go Wild’, PUMA is championing the power of unveiling your true self through sport, showing it’s about the courage to be yourself, unlocking your authentic self and in turn, unleashing your greatness.
“PUMA has always been home to athletes who achieved greatness in sports by being their true selves and following their own path to success,” says Arne Freundt, CEO at PUMA. “Iconic personalities from the past and the present like Tommie Smith, Usain Bolt, Breanna Stewart or Neymar are great ambassadors of the unique PUMA DNA: our athletes with a great personality embracing self-expression and joy. With our second brand campaign, we are taking another important step in strengthening our distinctive and emotional connection with our consumers.”
“This new brand campaign represents a new vision for sport and a new chapter for PUMA, aligned with the expectations of a younger generation and rooted in PUMA’s history. In times of social media followership and ‘meme’ culture, we want to inspire the professional and everyday athletes to look inside themselves to find their own greatness and have the courage to unleash their true self,” says Richard Teyssier, Global VP Brand and Marketing at PUMA.
The 2025 campaign kicks off with the release of the ‘Go Wild’ hero film, a tribute to runners unlocking the runner’s high – a rush of happy chemicals released during physical activity – aligning with a positive audience response in this space and rooted in the belief that running is at its best when you chase the runner’s high. 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 – all of them making choices staying true to themselves chasing the high of a run.
The ‘Go Wild’ global campaign goes live on 20th March and will continue through 2025/26 by strategically spotlighting different categories within sport, including basketball and football, and leveraging key global sporting events.
www.puma.com
