PUMA celebrates runner's high in new 'Go wild' brand positioning

Global sports company PUMA has launched its biggest global campaign to date, "Go wild", marking an evolution in its brand identity, "Go Wild" aims to reinforce its commitment to redefining the game, and setting the stage for long-term, sustainable growth. 

More than just a worship of performance, PUMA aims to inspire individuals to unleash their wild energy through sport. By capturing the human instinct people feel when playing sports, PUMA aims to expand its global presence and make more meaningful connections with its audience.

With this, PUMA is launching a strategic offensive, unveiling a positioning at the intersection of its DNA, its heritage, and the aspirations of new generations of consumers with "Go wild".

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The campaign kicks off with a focus on running, tapping into the sport’s community and the thrill of chasing the ultimate high. At its core is a film tribute to runners embracing the euphoric rush of the runner’s high, fueled by the surge of happy chemicals released during movement.

The 60-second 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. The film also features a humorous rendition of the 2000 hit song Because I got high by Afroman.

The campaign will continue through to 2026 by spotlighting different business units within sport, 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 audiences through ambassadors’ stories.

Additionally, the campaign will be amplified through a multichannel global media strategy spanning multiple touchpoints such as digital, OOH, PR, social, TV, retail, and talent-driven activations worldwide.

According to a statement from PUMA, "Go wild" is the brand's largest marketing investment to date that marks the debut of its renewed brand DNA, with a 40% increase in marketing investments compared to 2024. In a world where performance is just about the wins, PUMA aims to stand out with a different vision. The renewed brand DNA also aims to resonate with new generations, especially Gen Z, who seek immersive experiences, social connection, and pleasure from 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," said Richard Teyssier, global VP of 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," he added. 

Echoing similar sentiments, 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. Which 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," she added. 

To bring the "Go wild" vision to life in Singapore, PUMA is investing in the next generation of runners with athlete signings and a rebrand of the PUMA NITRO run club, offering structured training programmes and access to top-tier athletes with an aim to help everyday runners reach their full potential.

In this instance, PUMA has signed national record-holding distance runners Vanessa Lee, Shaun Goh, and Ben Khoo, reinforcing its commitment to developing and supporting top-tier talent in Southeast Asia.

In addition to financial sponsorship and world-class gear, the athletes will receive access to global coaching expertise and international competition support, positioning them to compete at the highest level.

Furthering its investment in the running ecosystem, PUMA has launched the rebranded PUMA NITRO run club in Singapore, offering a structured, performance-focused training programme for serious runners. The club provides expert coaching, specialised race training, and mentorship from national athletes, bridging the gap between community running and high-performance sports.

The initiatives aim to align with PUMA’s mission to empower elite athletes and everyday runners to push their limits and chase their personal best.

Most recently in October 2024, the sports brand launched a chapter of its first worldwide brand campaign in 10 years, “Forever. Faster. – See the game like we do", dedicated to establishing the brand’s position as a leader in basketball and igniting the future of its hoops division.

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