Puma has officially unveiled what it says is a “bold conquest strategy and brand positioning” with its new Go Wild campaign, which is its biggest global campaign to date.

This is a big deal for the label and a major rethink of its marketing and overall positioning.

The sports giant said its “new vision for sport [that’s] aligned with the expectations of a younger generation and rooted in Puma’s history [is] crystallized through the campaign”. 

It comes as the firm also announced a 40% increase in advertising investments compared to 2024.

The campaign is “an evolution in its brand identity, reinforcing its commitment to redefining the game, and setting the stage for long-term, sustainable growth”. It 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 [the brand] is uniquely positioned to own”.

It 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”.

Julie Legrand, senior director global brand strategy and communications, explained: “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.” 

To mark the launch, there’s a hero film, “a tribute to runners unlocking the runner’s high – a rush of happy chemicals released during physical activity”. It moves away from featuring athletes and celebrities and instead celebrates “the everyday runner, including the early-rising runners, a runner with their dog, a new mum, or running as a community”.

And that really counts because the pre-tests among runners “confirm the remarkable potential of this campaign: key markets such as USA and Germany ranked in the top 15% of the most effective ads in driving sales and in the top 1% for the predicted long-term market share growth, indicator that is connected with brand strength”.

It all went live on Thursday and will be amplified through a multi-channel global media strategy spanning multiple touchpoints – digital, OOH, PR, social, TV, retail, and talent-driven activations worldwide.

Following the launch, it will continue through 2025/26 by “strategically spotlighting different business units within sport, including basketball and football, and leveraging key global sporting events”. 

The company will also be launching a content series that aims to explain ‘Go Wild’ to its audience through its ambassadors’ stories. From Tommie Smith in 1968 and Usain Bolt in 2008 to Mondo Duplantis in 2024 (referred to as “our Wild Ones”).

So what’s the thinking behind all this? The company said it “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”.

That focus on Gen Z is key with the company explaining that these consumers “seek immersive experiences, social connection, and pleasure from sport”.

And “more than just a worship of performance, Puma aims to inspire individuals to unleash their wild energy through sport. By capturing the human instinct, we all feel when playing sport, Puma aims to expand its global presence and make more meaningful connections with its audience”. 

Richard Teyssier, global VP Brand and Marketing at Puma, added: “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. 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.”