The sportswear industry’s focus on perfection and peak performance is being challenged by PUMA’s latest campaign, Go Wild, which emphasizes joy and personal expression over elite athleticism. This marks a significant shift in the brand’s DNA, with a 40% increase in advertising investment compared to previous years. Richard Teyssier, PUMA’s global VP of brand and marketing, emphasizes the importance of being true to oneself in achieving greatness, a message that resonates with the younger generation.
At the core of Go Wild is a celebration of the emotional energy of sport and its ability to empower individuals and connect communities. Based on insights from a large-scale consumer research study, the campaign aims to capture the intersection of performance and joy, starting with a focus on running as a source of exhilarating freedom. Instead of focusing on elite athletes, the campaign highlights everyday people finding joy in movement.
By avoiding traditional themes of grit and hustle, PUMA’s campaign promotes spontaneity and exuberance, encouraging individuals to unleash their wild energy through sport. The visually striking hero film features surreal elements, with runners transforming into animals to convey the primal energy of sport. This approach has resonated with Gen Z audiences and is proving to be effective in key markets globally.
The campaign will continue to evolve across different sports categories, aligning with major global events and maintaining a focus on inspiring individuals to be their authentic selves. By tapping into cultural shifts that reject hustle culture and perfectionism, PUMA’s Go Wild campaign is striking a chord with audiences seeking genuine joy and self-expression in sport.