Barcelona, March 20, 2025 – PUMA unveils its new “Go Wild” campaign, an evolution of its brand identity that reinforces its commitment to redefining sport. As its global media agency, Havas International has been tasked with leading this campaign, the brand’s most innovative to date, with a 40% increase in marketing compared to 2024 and a rollout in more than 30 markets worldwide, marking an unprecedented milestone for the company.
“Go Wild” presents a new vision of sport, aligned with the expectations of a younger generation and based on PUMA’s history and roots, where sport is understood as a form of self-expression, a source of enjoyment and a means to generate social connections. The activation kicks off with the main campaign spot, a tribute to runners that showcases everyday athletes rather than celebrities, developed by creative agency Adam&Eve.
Since its appointment as PUMA’s global media agency in 2019, Havas International has collaborated with the brand developing different media actions that leverage its heritage to connect with a new generation of consumers. Among its campaigns, highlights include the pioneering holographic activation at the NBA All-Star, augmented reality actions deployed on New York bus shelters and the launch of the FOREVER.FASTER 2024 brand campaign, with 3D executions in Picadilly Circus and takeovers in key cities around the world.
“We at Havas International have worked closely with our key media partners, including YouTube, DAZN, Prime, ESPN and Netflix, to secure the best strategic placements that maximize impact and reflect the bold evolution of PUMA’s brand positioning,” says Ferran Juaní Solans, Managing Director of Havas International. “By unifying PUMA’s vision across these platforms, we have achieved an integration in content that generates excitement and amplifies the brand’s connection with its respective communities.”
The latest edition of Havas’ Meaningful Brands study, analyzing 24 markets and more than 2,600 brands, shows that the most relevant companies promote holistic health, recognizing the interconnectedness between people’s physical, mental and social well-being. 72% of respondents indicated that brands should do more to improve and support consumers’ health. By going beyond the simple cult of performance and encouraging people to express themselves authentically through sport, the “Go Wild” campaign message directly impacts and resonates with today’s consumers.
“We start from the idea that running provides an unparalleled feeling. This means that no matter how hard you run, you’ll never regret going for a run,“ says Julie Legrand Senior Director Global Brand Strategy and Communications at PUMA. ‘The ’Go Wild” campaign has been developed from the largest audience analysis in the brand’s history, identifying a clear space in the market for the brand where performance meets enjoyment: uncharted territory where PUMA is uniquely positioned to lead.”
PUMA “Go Wild” main spot:
