Watch Puma’s ‘Go Wild’ campaign, its biggest to date

Puma is celebrating the runners’ high in a new spot, the first push in its “Go Wild” campaign that will be the sportswear brand’s biggest ad effort yet. Set to a remake of Afroman’s 2000 song “Because I Got High,” the 60-second commercial tackles the fun of the run. It shows people running—even though they had not planned on it—as they go about everyday activities such as going to work and walking the dog. The ad also features finish-line moments that may feel familiar to running enthusiasts. “In times of social media followership and ‘meme’ culture, we want to inspire the professional and everyday athletes to look inside themselves to find their own greatness and have the courage to unleash their true self,” Richard Teyssier, global VP of brand and marketing at Puma, said in a statement. Puma used insights from a consumer research study that found younger generations want “immersive experiences, social connection, and enjoyment” to help with the ideation for the “Go Wild” campaign. The study included 10,000 global consumers. Beyond running, “Go Wild” will highlight other sports categories such as basketball and football as it continues throughout this year and next. Puma worked with adam&eveDDB; the two announced their relationship in December. The push will include athletic ambassador content. The campaign will run on TV and digital channels as well as on social media. Data-Driven Marketing Playbook Join us May 22 in NYC to explore how data powers marketing Learn more here Puma is investing in marketing amid a difficult economic backdrop, as tariffs and rising competition from other footwear brands create business uncertainty. Earlier this month, the brand said it was cutting 500 of its 22,500 global staffers and closing some stores to manage costs. Roughly 10% of Puma’s U.S. products are made in China, according to reports. The company projected its 2025 sales growth would be in the low- to mid-single-digit percentage range. More: How the economic outlook could challenge marketers The global campaign follows an experimental video made for the brand by Monks that used a team of AI agents to create it. Puma did not reply to an inquiry about its commitment to AI. Late last year, Tara McRae, who is Puma’s senior VP of marketing and brand strategy for North America, told Ad Age that one of the brand’s strategies is around trying new things in marketing.

Watch Puma’s ‘Go Wild’ campaign, its biggest to date

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