In terms of promoting, Puma has opened up its pockets.
Puma revealed on Thursday, “Go Wild,” a world marketing campaign that the athletic powerhouse stated marks “an evolution in its model id” and is aimed on the “aspirations of latest generations of shoppers.” Puma confirmed it elevated its advertising and marketing funding by 40 % over 2024, leading to its largest advertising and marketing funding up to now.
With “Go Wild,” Puma believes it has introduced a “new imaginative and prescient of sports activities,” one which marries the expectations of latest generations with its wealthy, storied historical past. The hassle, Puma defined, reveals sport as a “type of self-expression, a supply of enjoyment and a strategy to create social connections,” which it expects to resonate with new generations, particularly Gen Z.
“Puma has all the time embodied this imaginative and prescient, from Tommie Smith’s raised fist in 1968 to Usain Bolt’s explosion of pleasure in 2008. We consider that greatness begins with the braveness to be your self and this philosophy has all the time guided Puma, resonating greater than ever with the youthful technology,” Puma world vp of name and advertising and marketing Richard Teyssier stated in an announcement. “With this ‘Go Wild’ marketing campaign, we’re taking our first step to additional join with our viewers, with the primary chapter specializing in operating with a very distinctive and disruptive method.”
The marketing campaign is targeted on discovering that runner’s excessive.
Courtesy of Puma
Working is the main focus for the debut of “Go Wild” and is front-and-center within the marketing campaign’s hero video, which Puma described as “a tribute to runners unlocking the runner’s excessive.” The movie is completely different from the norm, specializing in the on a regular basis runner fairly than athletes or celebrities.
Puma reintroduced itself to the operating market in 2021 with new applied sciences, together with Nitro midsole foam, in addition to a five-shoe vary that includes one thing for each kind of runner. Since its reintroduction, the model has delivered numerous hits, comparable to its Quick-RB Nitro Elite tremendous sneakers and updates to its common Deviate Nitro franchise.
The timing couldn’t be extra advantageous, as operating participation within the U.S. continues to rise. In line with the Sports activities & Health Trade Affiliation 2025 Topline Participation Report, 51.1 million folks ran in 2024, a 5.7 % improve over the yr prior.
Working continues to realize in recognition.
Courtesy of Puma
“We began with the buyer perception that operating will provide you with a rush like nothing else. Which signifies that regardless of how onerous it’s, you’ll by no means remorse a run,” Julie Legrand, Puma‘s senior director of world model technique and communications, stated in an announcement. “The ‘Go Wild’ marketing campaign was developed with the most important client analysis within the model’s historical past, discovering a transparent area out there for Puma the place efficiency meets pleasure — an untapped territory that Puma is uniquely positioned to personal.”
“Go Wild” has launched with a multichannel world media technique that features out-of-home, social media, retail, talent-driven activations and different touchpoints.
Trying forward, Puma stated the marketing campaign will proceed by this yr and into 2026 and can highlight completely different enterprise items, together with basketball and soccer, and it’ll additionally leverage key world sporting occasions. Puma additionally plans to launch a collection of content material that goals to clarify “Go Wild” to its viewers by ambassador tales, together with Smith, Bolt and pole vaulter Armand “Mondo” Duplantis.