The article discusses a notable societal shift among younger generations, particularly Gen Z, who seek self-expression and balance in sports rather than solely pursuing performance. Recognizing this trend, PUMA launched its 'Go Wild' campaign to reflect this desire for authenticity in sports. To inform this strategy, PUMA conducted the largest consumer research in its history, surveying over 10,000 global consumers. This research revealed that the core of consumer engagement with sports lies in their quest for genuine self-expression, which PUMA aims to embody in its brand essence.
At PUMA, our 'Go Wild' campaign directly addresses the desire for sport to be a space where individuals can authentically express themselves.
This extensive research helped us to define who we are as a brand and anchor this within consumer perception, revealing a unique insight: what truly matters to consumers is that they can be their true selves.
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