Yahoo Lifestyle Puma Is Doubling Down on Marketing: Inside Its ‘Go Wild’ Campaign
When it comes to advertising, Puma has opened up its wallet.
Puma revealed on Thursday, “Go Wild,” a global campaign that the athletic powerhouse said marks “an evolution in its brand identity” and is aimed at the “aspirations of new generations of consumers.” Puma confirmed it increased its marketing investment by 40 percent over 2024, resulting in its largest marketing investment to date.
More from WWD
How Zegna Evolved From a Textile Mill Into a Luxury Fashion Powerhouse
EXCLUSIVE: 'White Lotus' Star Michelle Monaghan Is U Beauty's First Celebrity Face
With “Go Wild,” Puma believes it has presented a “new vision of sports,” one that marries the expectations of new generations with its rich, storied history. The effort, Puma explained, reveals sport as a “form of self-expression, a source of enjoyment and a way to create social connections,” which it expects to resonate with new generations, especially Gen Z.
“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,” Puma global vice president of brand and marketing Richard Teyssier said in a statement. “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.”
Running is the focus for the debut of “Go Wild” and is front-and-center in the campaign’s hero video, which Puma described as “a tribute to runners unlocking the runner’s high.” The film is different from the norm, focusing on the everyday runner rather than athletes or celebrities.
Puma reintroduced itself to the running market in 2021 with new technologies, including Nitro midsole foam, as well as a five-shoe range featuring something for every type of runner. Since its reintroduction, the brand has delivered countless hits, such as its Fast-RB Nitro Elite super shoes and updates to its popular Deviate Nitro franchise.
The timing couldn’t be more advantageous, as running participation in the U.S. continues to rise. According to the Sports & Fitness Industry Association 2025 Topline Participation Report, 51.1 million people ran in 2024, a 5.7 percent increase over the year prior.
“We started with the consumer insight that running will give you a rush like nothing else. Which means that no matter how hard it is, you will never regret a run,” Julie Legrand, Puma‘s senior director of global brand strategy and communications, said in a statement. “The ‘Go Wild’ campaign was developed with the largest consumer research in the brand’s history, finding a clear space in the market for Puma where performance meets joy — an untapped territory that Puma is uniquely positioned to own.”
“Go Wild” has launched with a multichannel global media strategy that includes out-of-home, social media, retail, talent-driven activations and other touchpoints.
Looking ahead, Puma said the campaign will continue through this year and into 2026 and will spotlight different business units, including basketball and football, and it will also leverage key global sporting events. Puma also plans to launch a series of content that aims to explain “Go Wild” to its audience through ambassador stories, including Smith, Bolt and pole vaulter Armand “Mondo” Duplantis.
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
