Puma unleashes Go Wild campaign celebrating all runners
Go Wild by Puma, Global

Puma unleashes Go Wild campaign celebrating all runners

Puma has launched its most ambitious global brand campaign to date – Go Wild – marking a bold new direction in its positioning.

Puma, Global

Global – Puma has launched its most ambitious global brand campaign to date – Go Wild – marking a bold new direction in its positioning. The campaign celebrates the joy of running and encourages amateur and professional athletes to embrace their authentic selves through sport.

‘This new brand campaign represents a new vision for sport and a new chapter for Puma,’ said Richard Teyssier, global VP of brand and marketing, in a press release. ‘We want to inspire everyday athletes to look inside themselves and have the courage to unleash their true self.’

A hero film leads the campaign, spotlighting everyday runners – from new mums to early risers – as they chase the high of running. Moving beyond celebrity endorsements, Go Wild wants to position self-expression as the ultimate sporting achievement.

CEO Arne Freundt added: ‘With our second brand campaign, we are taking another step in strengthening our emotional connection with consumers.’

For more insights on what’s new and next in sports branding, read our Game-Changers: The Future of Sports Fandom macrotrend report.

Strategic opportunity

As runners (and sports participants more broadly) are not a monolith, consider re-evaluating how your brand defines an athlete. Move away from the lean, fast, able-bodied stereotype and celebrate a broader spectrum of bodies, motivations and routines

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