PUMA is launching its biggest global campaign to date under the title 'Go Wild. ' As an evolution of their own brand identity, the campaign shows how runners are redesigning their lives to experience runners' high.

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It celebrates the individuality of each individual and inspires both amateur runners and professionals to develop their true potential and to recognize the particular strengths of their personality.

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For 75 years, PUMA has shaped the world of sport and culture and, as one of the leading sports brands, has always worked to promote sport as an expression of personality and zest for life.

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With the “Go Wild” campaign, PUMA inspires people to develop their own personality through sport. It is about the courage to be authentic and thus achieve true greatness.

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“PUMA has always been home to athletes who have achieved extraordinary things through their authenticity and their own journey in sport”, explains Arne Freundt, CEO of PUMA.

“Legendary personalities such as Tommie Smith, Usain Bolt, Breanna Stewart and Neymar embody the unique PUMA DNA: athletes with strong personalities who express self-fulfillment and joy. With our second major brand campaign, we are taking a significant step to further strengthen the emotional and distinctive connection with our customers and take our brand to a new level.”

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PUMA not only celebrates top sporting achievements, but also wants to motivate people to express their energy in sport and to realize themselves. By capturing the feeling we all have when we do sports, the brand should become even more present worldwide and create a deeper connection with the audience.

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“This new brand campaign represents a new vision of sport and a new chapter for PUMA that both meets the expectations of the younger generation and is deeply rooted in PUMA's history.”, explains Richard Teyssier, Global VP Brand and Marketing at PUMA.

‍“In times of social media followers and 'meme' culture, we want to inspire both professional and recreational athletes to search within themselves for their own greatness and to have the courage to unleash their true self.”

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The 2025 campaign kicks off with the 'Go Wild 'film, an homage to runners who experience the exhilaration of running — the so-called 'Runner's High,' which releases happiness hormones while running.

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The film is based on the conviction that the best run is when you chase the 'Runner's High, 'and it strikes a chord with the audience. Instead of focusing on well-known athletes and celebrities, the 'Go Wild 'movie pays tribute to the everyday runner:

From early risers to dog owners to new mothers and running groups — everyone remains true to themselves in their decisions while experiencing the 'runner's high. '

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To further strengthen the message of 'Go Wild, 'PUMA will release a range of content that brings the concept closer to the concept through the stories of its ambassadors. From Tommie Smith in 1968 to Usain Bolt in 2008 to Mondo Duplantis 2024 — self-expression through sport is always at the heart of PUMA ambassadors. They know like no other what it means to be “wild” and unleash their own greatness.

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The 'Go Wild' campaign starts worldwide on March 20 and will continue through 2025/26 by strategically focusing on various sports categories such as basketball and soccer and using significant global sporting events.

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Photos via PUMA