Since its performance running reboot in 2021, Puma hasn’t been shy about being bold and daring. From neon colorways and supercritical midsoles up and down its product lineup to the FAST-RB Nitro Elite and its 58mm stack height, Puma has captured eyeballs and attention, reigniting interest in a brand that had evaporated from run specialty stores and consumers’ collective consciousness.

Now, The Cat is accelerating its pace.

In March, the 77-year-old German brand introduced its biggest – and most expensive – global campaign to date: “Go Wild.” The campaign, which will run throughout 2025 and into 2026, presents a new vision of sports aligned with expectations of younger generations, leaning into Millennial and Gen Z consumers who view sport as a form of self-expression, a source of enjoyment and a vehicle to craft social connections. 

“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 VP–brand and marketing Richard Teyssier tells Running Insight. 

Leading With Running

While Puma boasts an established global presence in various sports, including soccer, basketball and golf, it kicked off the “Go Wild” campaign on March 20 with a hero film centered on running. Under a catchy tune with a “But then I got high” refrain, the 59-second film features individuals choosing to chase the runner’s high instead of sleeping in late, succumbing to a heel ache, putting an infant to sleep or texting an ex among other distractions.

“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,” Teyssier says.

Notably, the film eschewed athletes and celebrities in favor of the everyday Joes and Janes who complete a run amid life’s daily rigors and demands. In looking to inspire individuals to “unleash their wild energy through sport,” Puma aims to make more meaningful connections with consumers around the world. 

“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,” says Julie Legrand, senior director of global brand strategy and communications at Puma.

In pre-tests, Puma reported runners responded positively to the hero video — and the post-launch numbers confirm that potential. In its first month, the video was viewed more than 10.2 million times on YouTube alone. At the same time, Morning Consult found Puma’s favorability score among Gen Z climbing as well.

Heightened Investment

According to Legrand, “The ‘Go Wild’ campaign was developed with the largest consumer research in the brand’s history.” The edgy campaign also represents Puma’s most significant marketing investment to date, including a 40 percent increase in marketing spend compared to 2024. The campaign features a multi-channel global media strategy spanning multiple touchpoints — digital, out of home, public relations, social, television, retail and more.

While the campaign launched with running, it will begin incorporating Puma’s other athletic categories, such as basketball and soccer, while also leveraging key global sporting events. 

Additional content will look to explain “Go Wild” to the global audience, using the stories of Puma ambassadors such as 1968 track and field Olympian Tommie Smith, Jamaican sprint star Usain Bolt and world record-holding pole vaulter Mondo Duplantis to demonstrate self-expression through sport.

“Puma has always been home to athletes who achieved greatness in sports by being their true selves and following their own path to success,” Puma CEO Arne Freundt says.