Our team across adam&eveDDB London & Berlin helped PUMA launch their new global campaign, Go Wild, inspiring individuals to unleash their wild energy through sport. By capturing the human instinct we all feel when playing sport, PUMA aims to expand its global presence and make more meaningful connections with its audience.

This new vision of sports aligns with the expectations of new generations and is rooted in its history where, sport is a form of self-expression, a source of enjoyment, and a way to create social connections. 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. 

The campaign kicks off with a focus on the sport of running, rooted in the belief that running is at its best when you chase the highs with PUMA, unleashing the energy inside you so you can earn the high. The ‘Go Wild’ hero film is a tribute to runners unlocking the runner’s high – a rush of happy chemicals released during physical activity.