In their interactions with athletic brands, consumers are accustomed to seeing accounts of unbelievable athletic prowess. Sports legends promote the different brands, seemingly telling regular people that they might reach remarkable feats if they wear the same gear that world-record setters, champions, and Olympic athletes do. For example, Puma has run advertising campaigns featuring Usain Bolt and Mondo Duplantis—sports legends who embrace a competitive mindset that says no effort is too much, and no sacrifice too great, to achieve their goals.

But following an extensive marketing research effort, Puma has debuted a very different message in its most recent “Go Wild” campaign. With surveys of approximately 10,000 consumers, Puma learned that nearly half of them participated regularly in sports. Their reasons for doing so revolved around belonging and connection, as well as a desire to center their unique identity and achieve a means of self-expression. 

What they did not mention was a desire to devote all their time and energy, and risking injury, to being the very best.

Such insights helped the brand recognize that centering the best of the best could lead to exclusionary messages. Even if a fast weekend jogger laces up the shoes that Usain Bolt prefers, they will never come close to his lightning-fast speeds. Furthermore, most people exercise and play sports in their leisure time. They cannot, and do not want to be expected to, suffer injuries while devoting every minute to improving their performance.

Puma’s marketing research also reinforced a unique preference among young consumers. For Gen Z, meme culture is a central element of their identity, entertainment choices, and perception of the world. It cited the virality of a clip of the Turkish Olympic sharpshooter Yusuf Dikec, whose casual pose, non-shooting hand in pocket, and regular outfit of a t-shirt and jeans turned him into a viral, global hero. Here was a top athlete, inspiring in his ability, who also looked like he could be leaving the arena to grab a coffee or run a few errands on the way home.

The “Go Wild” campaign adopts and applies all these insights. Rather than iconic sports figures, it features everyday runners, including dogwalkers, soccer moms, and aspiring (but slow) marathoners. In the background, a cover of Afroman’s “Because I Got High” reimagines the condition as the endorphins released through exercise, popularly known as a “runner’s high.” It’s funny and clever and designed to be shared, because it promotes the idea of running and exercise as a way to become who we are, embrace our own goals, and behave in ways that match our own priorities. 

By leveraging its research to appeal to consumers, Puma also aims to distinguish its brand identity from those of other sellers of athletic gear. It’s for regular runners, looking for an endorphin boost, even if they’re not particularly fast or competitive. The research appears to have been accurate too: Early indications suggest a nearly 10 percent increase in sales in the quarter following the initial release of the campaign. 

Discussion Questions

1. What is it about this new campaign that distinguishes Puma from most other athletic brands?
2. Propose a new concept for a Puma commercial that embodies the same qualities but in a novel format and setting.

Sources: Chris Kelly, “Inside Puma’s New Brand Positioning and Largest Global Campaign to Date,” Marketing Dive, March 20, 2025; Pat Benson, “PUMA Tells Runners to ‘Go Wild’ in Its Biggest Global Campaign Ever,” Sports Illustrated, March 20, 2025; “PUMA Partners With Adam&eveDBB to Bring New Global Brand Strategy to Life,” Storyboard18, December 9, 2024.