Puma just launched its “Go Wild” campaign, a big shift in how the brand thinks about sports. As the company’s global media agency, Havas International led the charge on this campaign, which is the most innovative one Puma has done so far. They’re spending 40% more on marketing than they did in 2024 and rolling it out in over 30 markets worldwide.
The “Go Wild” campaign shows a new way of thinking about sports, one that lines up with what younger people want. It’s based on Puma’s history and roots, where sports are a way to express yourself, have fun, and connect with others. The main ad for the campaign, made by the creative agency Adam&Eve, is a tribute to everyday runners, not celebrities.
Since Havas International started working with Puma in 2019, they’ve come up with some cool campaigns that use the brand’s heritage to connect with a new generation of consumers. One example is the NBA All-Star holographic activation, which was a first of its kind. They’ve also done augmented reality ads on bus stops in New York and launched the FOREVER.FASTER 2024 campaign with 3D executions in Picadilly Circus and takeovers in key cities worldwide.
Ferran Juaní Solans, Director General of Havas International, says, “We’ve worked closely with our main media partners, including YouTube, DAZN, Prime, ESPN, and Netflix, to get the best strategic locations that will maximize the impact and reflect Puma’s bold brand evolution.” He adds, “By unifying PUMA’s vision on these platforms, we’ve achieved content integration that generates enthusiasm and amplifies the brand’s connection with its communities.”
A recent study by Havas called “Meaningful Brands” found that the most relevant companies promote overall health and wellness, recognizing the connection between physical, mental, and social well-being. 72% of respondents said brands should do more to support consumer health. The “Go Wild” campaign goes beyond just performance and encourages people to express themselves authentically through sports, which resonates with consumers today.
Julie Legrand, Senior Director of Global Brand Strategy and Communications at Puma, says, “We started with the idea that running gives you an unbeatable feeling. This means that, no matter how tough it gets, you’ll never regret going for a run.” She adds, “The ‘Go Wild’ campaign was developed from the largest audience analysis in the brand’s history, identifying a clear space in the market for Puma, where performance meets enjoyment – an unexplored territory where PUMA is uniquely positioned to lead.”
This campaign is a big deal for Puma, and it’s clear they’re trying to shake things up in the sports world. With Havas International’s help, they’re pushing the boundaries of what sports marketing can look like.