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Puma Launches 'Go Wild,' Its Largest Marketing Campaign Ever

The global campaign focuses on everyday athletes and self-expression, marking a shift in Puma's brand identity with a 40% increase in marketing investment.

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Overview

  • The 'Go Wild' campaign debuted on March 20, 2025, with a focus on running and everyday athletes, emphasizing themes of joy, self-expression, and connection.
  • Puma has increased its marketing spend by 40% compared to 2024, making this its largest marketing investment to date.
  • The campaign's hero video highlights the 'runner's high,' featuring everyday runners and incorporating humor with a reworked version of Afroman's 'Because I Got High.'
  • Developed using insights from Puma's largest-ever consumer research effort, 'Go Wild' aims to connect with younger generations, particularly Gen Z.
  • The multichannel global strategy includes digital, social media, retail, and talent-driven activations, with plans to expand the campaign through 2026 to include other sports like basketball and football.