On Thursday, PUMA unveiled its boldest and most inspiring global brand campaign yet, “Go Wild.” The campaign is aimed at both professional athletes and hobbyists, encouraging them to unleash their wild energy and let their true colours shine. Kicking things off, PUMA released what could be the best running advertisement we’ve ever seen–a short feature, centred around everyday, novice runners, using a classic hip-hop tune to capture the joy in the “runner’s high.”
“Go Wild” emphasizes self-expression and personal growth through sport. Future iterations of the campaign will feature stories of past and present track and field legends and PUMA ambassadors, including Tommie Smith, Usain Bolt and Mondo Duplantis. Throughout their careers, these iconic athletes have captured the essence of the initiative and demonstrated how to unlock authentic greatness through sport.
The 76-year-old global sports brand looks beyond simply celebrating excellence, working to inspire athletes to embrace their emotional connection with sport. Set to run through 2026, the campaign will rotate through promoting various sports and global events, capturing the “runner’s high” of sports like basketball and football.
The launch also highlights PUMA’s latest footwear models, the Deviate Nitro 3 and Foreverrun Nitro 2, as the ultimate tools for chasing that runner’s high.
“This new brand campaign represents a new vision for sport and a new chapter for PUMA, aligned with the expectations of a younger generation and rooted in PUMA’s history,” says PUMA CEO Arne Freundt. “We want to inspire the professional and everyday athletes to look inside themselves to find their own greatness and have the courage to unleash their true selves.”
