Puma launched its largest global campaign, 'Go Wild', aimed at redefining sport as a means of self-expression and social connection. Unlike competitors, Puma's approach encourages authenticity and individual greatness over a purely competitive mindset. The campaign includes a humorous 60-second advertisement featuring diverse runners, set to a reworked version of Afroman's 'Because I Got High'. The initiative stems from extensive research involving over 10,000 consumers, identifying key segments that align with Puma's refreshed brand mission centered on community and personal genuine expression.
Puma unveils its largest campaign, emphasizing sport as self-expression and social connection, moving away from competition-focused branding like that of Nike.
'By being your true self... leads to excellence and greatness,' said Richard Teyssier, highlighting Puma's commitment to authenticity in their communication.
The 'Go Wild' campaign features diverse runners, illustrating relatable stories and redefining what running means, according to Teyssier.
Puma's research targeted over 10,000 consumers, recognizing segments like 'convivial belongers' to bolster its new marketing strategy.
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