Puma has launched its most extensive global campaign to date, titled “Go Wild”, marking a significant shift in its branding strategy. The campaign, which debuted on March 20, focuses on self-expression, enjoyment, and social connection rather than the traditional emphasis on extreme performance.

A New Perspective on Sports

Unlike the industry’s long-standing “performance at any cost” approach, Puma’s “Go Wild” embraces running as a form of joy and personal discovery. The campaign is being rolled out across digital platforms, out-of-home (OOH) advertising, social media, television, retail, and PR channels.

“We truly believe that being your true self, embracing your individuality, and following your beliefs leads to excellence,” said Richard Teyssier, Global Vice President of Brand and Marketing at Puma. “Our new communication strategy is built on this foundation.”

A Universal Story Told Through Humor

The campaign’s 60-second flagship ad takes a humorous approach, depicting a diverse range of runners—including a marathoner, a mom with a stroller, a dog walker, and a mountain climber—running in unexpected scenarios. The ad features a reworked version of Afroman’s 2000 hit “Because I Got High”, replacing the original lyrics with lines about experiencing the “runner’s high.”

Teyssier explained, “The beauty of this campaign is its universality—these are stories every runner can relate to.”

Data-Driven Strategy for a Changing Market

Puma spent over a year conducting global research, surveying 10,000 consumers to refine its audience segmentation. The brand identified four key segments and five target groups, with a focus on “convivial belongers” and “inspiring self-expressers”, who together account for 42% of the performance and leisure market.

“We found that Gen Z resonates deeply with self-expression over performance-driven narratives,” said Teyssier. “This aligns perfectly with Puma’s DNA and positions us for long-term success.”

Connecting Through Athlete Stories and Social Trends

To engage its audience, Puma highlights athlete-driven storytelling and viral social moments, such as Usain Bolt’s legacy and Turkish shooter Yusuf Dikeç’s calm demeanor at the 2024 Olympics. By aligning with social media trends, the brand aims to make running feel more accessible and enjoyable.

The campaign was developed in partnership with Adam&eveDDB, a creative agency renowned for its emotionally engaging storytelling. Early testing by System1 indicates strong results, with “Go Wild” ranking in the top 5% of sales-driven ads and the top 1% for long-term brand impact in key markets like the U.S., China, and Germany.

Scaling Investment for Maximum Impact

Puma plans to increase its campaign investment by 40% compared to 2024, ensuring maximum visibility across TV, OOH, and social platforms. While the campaign maintains a consistent global theme, Puma will develop localized assets to enhance its impact in specific regions.

For further details on Puma’s evolving brand strategy and the “Go Wild” campaign, visit Marketing Dive.