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.”

Ethical retailing can come at a cost as former Body Shop suppliers are finding out. The unsecured creditors from the beauty retailer’s administration last year, including manufacturers, landlords, local councils and small charities, are to receive just 16-27% of the £219 million owed to them when the retailer went under.

The retailer, which was founded by Anita Roddick in 1976 and was once part of  both L’Oréal’s and Natura’s extensive beauty portfolios, fell into administration via its previous owner, German restructuring specialist Aurelius.

At the time of its collapse, administrators said the Body Shop’s debts totalled over £276 million, The Guardian reported.

The brand was rescued by a consortium led by the British cosmetics tycoon Mike Jatania in September, paying at least £44.3 million for the retailer, saving 1,300 jobs. However, its initial failure came at a cost of 80 stores closed and 750 jobs lost, taking its UK high street tally to 113.

In their latest update, administrators from FRP said UK tax authorities would be paid in full from the proceeds of the administration and workers would receive holiday pay owed. However it confirmed unsecured creditors owed £219 million in total, would receive only between 16% and 27% of the money owed.

The report shows the Body Shop owed millions of pounds to suppliers around the world, the most to Avon, the cosmetics group owned by Natura, at just over £13 million for products it manufactured.

The retailer’s former owner Aurelius did not receive any payment, the report said.

The group, now run by the former Molton Brown boss Charles Denton, has reportedly said the business “had achieved a profit in its first 100 days”.