Unleashing Authentic Energy: PUMA’s ‘Go Wild’ Campaign Redefines the Spirit of Sport

Unleashing Authentic Energy: PUMA’s ‘Go Wild’ Campaign Redefines the Spirit of Sport

(IN BRIEF) PUMA is launching its most extensive global campaign to date, titled ‘Go Wild’, which marks a bold evolution in the brand’s identity. Celebrating the spirit of individuality, the campaign encourages runners—from everyday enthusiasts to elite athletes—to pursue the euphoric runner’s high and unleash their authentic selves. Building on 75 years of legacy in merging sport with self-expression, PUMA’s new initiative underscores the importance of courage, self-discovery, and the joy of movement. With insights from key figures like CEO Arne Freundt and Global VP Brand and Marketing Richard Teyssier, the campaign is set to resonate with a younger audience and broaden its global impact. The initiative kicks off with a hero film focusing on everyday runners and will be supported by a series of ambassador stories that trace the brand’s rich heritage, extending its message across various sports disciplines through 2025/26.

(PRESS RELEASE) HERZOGENAURACH, 20-Mar-2025 — /EuropaWire/ — PUMA, the renowned global sports brand, is set to unveil its most ambitious global campaign ever—‘Go Wild’—signaling a transformative shift in its brand identity. This campaign highlights how runners are reshaping their lives to chase the euphoric highs of running, encouraging both amateur enthusiasts and professional athletes to break free from conformity and discover the greatness inherent in their true selves.

For over 75 years, PUMA has been a driving force in pushing the boundaries of sport and culture, championing the idea that athleticism is not just about performance but also about self-expression and pure joy. With “Go Wild”, PUMA reinforces its commitment to celebrating authenticity and inspiring individuals to embrace their inner wild side. The campaign is a call to action—urging people to unlock their true potential by daring to be themselves, thereby igniting their personal greatness.

“PUMA has always been a home for those athletes who carve out their own unique path to success,” explained Arne Freundt, CEO at PUMA. “Legends like Tommie Smith, Usain Bolt, Breanna Stewart, and Neymar embody the distinct PUMA spirit of self-expression and exuberance. With our latest campaign, we are deepening our emotional connection with consumers as we continue our journey of brand evolution.”

PUMA’s vision extends beyond celebrating high performance; it is about inspiring every individual to harness their wild energy through sport. By tapping into the raw, instinctive passion that drives us all when we engage in physical activity, the brand aims to expand its global footprint and forge deeper, more meaningful bonds with its audience.

Richard Teyssier, Global VP Brand and Marketing at PUMA, added, “This campaign marks a new era for us—a fresh vision for sport that resonates with the younger generation while staying true to our rich heritage. In today’s world of social media and meme culture, we want both professional and everyday athletes to look within themselves, find their inner greatness, and have the courage to be unapologetically true to who they are.”

Launching in 2025, the campaign kicks off with the ‘Go Wild’ hero film—a stirring tribute to runners experiencing the runner’s high, that burst of euphoria following a great run. Eschewing the conventional focus on celebrity athletes, the film shines a spotlight on the everyday runner, whether they’re early risers, those who run with their pets, new parents, or community groups—all united in their pursuit of that exhilarating, liberating high.

To further the campaign’s message, PUMA will roll out a series of content pieces that delve into the stories of its iconic ambassadors. From the groundbreaking moments of Tommie Smith in 1968 and Usain Bolt in 2008 to the recent feats of Mondo Duplantis in 2024, these narratives exemplify the brand’s enduring commitment to self-expression through sport.

The ‘Go Wild’ campaign goes live on March 20 and will extend throughout 2025/26, strategically spotlighting various sports categories such as basketball and football, and leveraging major global sporting events to amplify its reach.

For more details on PUMA’s ‘Go Wild’ campaign, visit www.puma.com or follow the journey on social media @PUMA.

Media contact:

Mario Almeida
Director of Global PR & Brand Activations
mario.almeida@puma.com

Kseniia Iliushina
kseniia.iliushina@puma.com

SOURCE: PUMA