Kuala Lumpur – Global sports giant PUMA has announced the launch of its most ambitious global brand campaign to date, “Go Wild.” This initiative marks a significant evolution in PUMA’s brand identity, aiming to inspire individuals to embrace their authentic selves and discover their greatness through the power of sport.
For 75 years, PUMA has been a driving force in pushing the boundaries of sport and culture, championing sport as a means of self-expression and joy. With “Go Wild,” PUMA is reinforcing this ethos, highlighting the courage it takes to be true to oneself, unlock one’s authentic spirit, and ultimately unleash individual greatness.
Arne Freundt, CEO at PUMA, emphasized the brand’s heritage: “PUMA has always been home to athletes who achieved greatness in sport by being their true selves and following their own path to success. Iconic personalities from the past and the present like Tommie Smith, Usain Bolt, Breanna Stewart, or Neymar are great ambassadors of the unique PUMA DNA; our athletes with a great personality embracing self-expression and joy. With our second brand campaign, we are taking another important step in strengthening our distinctive and emotional connection with our consumers in our brand elevation journey.”
Moving beyond solely celebrating performance, PUMA’s “Go Wild” campaign seeks to inspire individuals to tap into their innate energy through sport, fostering more meaningful connections with a global audience by capturing the fundamental human instinct felt when engaging in physical activity.
Richard Teyssier, Global VP Brand and Marketing at PUMA, explained the campaign’s vision: “This new brand campaign represents a new vision for sport and a new chapter for PUMA, aligned with the expectations of a younger generation and rooted in PUMA’s history. In times of social media followership and ‘meme’ culture, we want to inspire both the professional and everyday athletes to look inside themselves to find their own greatness and have the courage to unleash their true self.”
The 2025 campaign kicks off with the release of the “Go Wild” hero film, a tribute to the exhilarating “runner’s high” – the rush of endorphins experienced during physical activity. This focus aligns with positive audience sentiment in the running community and underscores the belief that running is most rewarding when chasing this natural high. Notably, the “Go Wild” film shifts away from featuring elite athletes and celebrities, instead celebrating the everyday runner – from early risers to those running with their dogs, new mothers, and running communities – all making choices that stay true to themselves in pursuit of that exhilarating feeling.
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To further amplify the “Go Wild” message, PUMA will launch a series of content showcasing the stories of PUMA’s ambassadors. From Tommie Smith in 1968 and Usain Bolt in 2008 to Mondo Duplantis in 2024, self-expression through sport has been a consistent thread among PUMA athletes. These “Wild Ones” embody the spirit of unleashing their own unique greatness.
For more information about the “Go Wild” campaign, visit www.puma.com or follow PUMA’s official Instagram page at @puma.my.
