Relating to 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 identification” 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 to this point.
With “Go Wild,” Puma believes it has offered a “new imaginative and prescient of sports activities,” one which marries the expectations of latest generations with its wealthy, storied historical past. The trouble, Puma defined, reveals sport as a “type of self-expression, a supply of enjoyment and a solution to create social connections,” which it expects to resonate with new generations, particularly Gen Z.
“Puma has at all times embodied this imaginative and prescient, from Tommie Smith’s raised fist in 1968 to Usain Bolt’s explosion of pleasure in 2008. We imagine that greatness begins with the braveness to be your self and this philosophy has at all times guided Puma, resonating greater than ever with the youthful technology,” Puma international vice chairman of name and advertising and marketing Richard Teyssier stated in a press release. “With this ‘Go Wild’ marketing campaign, we’re taking our first step to additional join with our viewers, with the primary chapter specializing in working with a very distinctive and disruptive strategy.”
The marketing campaign is concentrated on discovering that runner’s excessive.
Courtesy of Puma
Operating 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 totally different from the norm, specializing in the on a regular basis runner relatively than athletes or celebrities.
Puma reintroduced itself to the working 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 footwear and updates to its standard Deviate Nitro franchise.
The timing couldn’t be extra advantageous, as working participation within the U.S. continues to rise. In accordance with the Sports activities & Health Business Affiliation 2025 Topline Participation Report, 51.1 million individuals ran in 2024, a 5.7 % improve over the yr prior.
Operating continues to achieve in recognition.
Courtesy of Puma
“We began with the patron perception that working offers you a rush like nothing else. Which signifies that irrespective 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 a press release. “The ‘Go Wild’ marketing campaign was developed with the most important client analysis within the model’s historical past, discovering a transparent house 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 international media technique that features out-of-home, social media, retail, talent-driven activations and different touchpoints.
Wanting forward, Puma stated the marketing campaign will proceed by way of this yr and into 2026 and can highlight totally different enterprise items, together with basketball and soccer, and it’ll additionally leverage key international sporting occasions. Puma additionally plans to launch a collection of content material that goals to elucidate “Go Wild” to its viewers by way of ambassador tales, together with Smith, Bolt and pole vaulter Armand “Mondo” Duplantis.
