Puma: launch of "Go Wild" (running campaign), the brand's "largest marketing investment to date"

Puma has launched the "Go Wild" communication campaign, "a major strategic offensive, unveiling a positioning at the intersection of its DNA, its heritage, and the aspirations of new generations of consumers," announced the German equipment manufacturer on 20/03/2025.

"Go Wild is Puma's largest marketing investment to date that marks the debut of its renewed brand DNA, with a 40% increase in marketing investments compared to 2024. In a world where performance is just about the wins, Puma stands out with a different vision. The renewed brand DNA resonates deeply with new generations, especially Gen Z, who seek immersive experiences, social connection, and pleasure from sport," explained the group, which has unveiled a brand film that pays tribute to "everyday runners." Puma also plans to mobilise its brand ambassadors, such as Swedish pole vaulter Armand Duplantis, to embody the campaign.

"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," said…