GLOBAL sports company PUMA has launched its biggest global campaign to date - ‘Go Wild, marking an evolution in its brand identity, reinforcing its commitment to redefining the game ,and setting the stage for long-term, sustainable growth.
PUMA presents a new vision of sports aligned with the expectations of new generations and rooted in its history where sport is a form of self-expression, a source of enjoyment, and a way to create social connections.
With this, PUMA is launching a major strategic offensive, unveiling a positioning at the intersection of its DNA, its heritage, and the aspirations of new generations of consumers with ‘Go Wild’.
‘Go Wild’ is PUMA's largest marketing investment to date that marks the debut of its renewed brand DNA, with a 40 percent increase in marketing investments compared to 2024.
In a world where performance is just about the wins, PUMA said it has a different vision. The renewed brand DNA resonates deeply with new generations, especially Gen Z, who seek immersive experiences, social connection, and pleasure from sport, it said.
Inspiring through sports
More than just a worship of performance, PUMA said it aims to inspire individuals to unleash their wild energy through 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”, says Richard Teyssier, Global VP 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”.
The campaign kicks off with a focus on the sport of running, aligning with a positive audience response in this space and rooted in the belief that running is at its best when you chase the highs, with PUMA unleashing the energy inside you so you can earn the high.
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