There’s a seismic shift happening in the world of sports marketing and Puma has just dropped a bold pin on the map.
With its largest campaign to date, Go Wild, the German sportswear giant isn’t just chasing relevance—it’s rewriting its playbook to align with a generation that’s rewriting the rules of culture, sport, and identity.
For years, Puma played somewhere in the middle lane, neither the high-performance behemoth like Nike nor the cultural powerhouse Adidas has become.
But now, facing fierce competition from agile disruptors like On and Hoka, and growing increasingly distant from the Gen Z zeitgeist, Puma is choosing not just to adapt, but to evolve.
Rebranding for Relevance
At its core, Go Wild is not just a marketing campaign—it’s Puma’s audacious bid to reposition itself in the hearts and feeds of a new generation.
And it starts with joy.
In a landscape saturated by performance metrics, elite athlete endorsements, and grit-heavy narratives, Puma has chosen a refreshingly different message: sport is joy.
No more glorification of sacrifice or obsession with perfection.
Just movement, expression, and everyday euphoria.
It’s not just talk.
The brand has backed this repositioning with its largest marketing spend to date—upping investment by 40% and grounded it in rich consumer insight.
After surveying over 10,000 people globally, Puma found what many of us in the industry have long suspected: Gen Z is redefining the meaning of fitness.
It’s no longer about chasing medals, but mental well-being, community, and real-world relatability.
Speaking Gen Z’s Language
The campaign’s first instalment focuses on running, not through the lens of Olympic medalists or six-pack-laden influencers, but through the lived experiences of real people.
Think early morning joggers, dog walkers, new mums reclaiming their bodies, and local running crews lacing up for the joy of it.
That raw, relatable approach taps into Gen Z’s deepest brand expectations: authenticity, emotion, and immersive storytelling.
“We are taking our first step to further connect with our audience,” shared Richard Teyssier, Puma’s Global VP of Brand and Marketing.
“This chapter focuses on running with a truly unique and disruptive approach.”
Disruptive, yes, but not noisy.
Puma isn’t shouting; it’s listening.
And in doing so, it’s hitting a nerve with a generation that values being seen rather than sold to.
Lifestyle Over Legacy
Puma’s pivot is also part of a broader trend we’re witnessing across global and Malaysian marketing alike: the rise of lifestyle branding as the primary lever of relevance.
From KFC’s quirky cat kebaya collections during Hari Raya to Durex’s cheeky hyperlocal #KitaKitaJe campaign, the message is clear—brands that immerse themselves in people’s lives, values, and humour are the ones that win mindshare.
Now Puma is stepping into that same territory with full conviction.
Of course, the brand faces a tough road.
It’s not the default choice for hardcore athletes, nor the coolest sneaker name in the room.
But that’s exactly why Go Wild matters.
It’s not just a rebrand.
It’s a recalibration—anchored in emotional intelligence, fuelled by cultural fluency, and designed for longevity.
What It Means for Malaysia’s Marketers
For Malaysian marketers watching this unfold, the implications are clear: you can’t build loyalty on legacy alone.
You must meet your consumers where they are—not just physically, but emotionally and culturally.
Campaigns like Go Wild remind us that the real game isn’t just fought in sales or market share—it’s won in the stories people want to see themselves in.
Puma’s new chapter is a lesson in humility and ambition—acknowledging that even a globally recognised brand must occasionally look in the mirror, ask “who are we talking to?”, and if needed, roar back with a radically different voice.
So here’s to joy. Here’s to realness. And here’s to going wild.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
