Runners ‘get high’ in global Puma campaign

Puma has released what it claims is its biggest global campaign to date, encouraging people to unleash their wild energy through sport.

Created by Adam & Eve/DDB, “Go Wild " is a hero film targeted at runners that features everyday people rather than athletes and celebrities. 

The 60-second spot is set to a reworked version of Because I Got High by Afroman, with lyrics like “I was gonna sleep in late, but then I got high” and “I was gonna text my ex, but then I got high”.

It follows everyday runners, such as someone running with their dog, a new mum running with her baby, and a commuter who opts for running shoes instead of the steering wheel. 

The campaign illustrates the high endorphin runners can get when participating in the sport. 

It was directed by Elliott Power through Love Song and created by Christian Lotz, Christina Rankel and Fabio Santos.

Richard Teyssier, global vice president of brand and marketing at Puma, said: “Puma has always embodied this vision, from Tommie Smith’s raised fist in 1968 to Usain Bolt’s explosion of joy in 2008. We believe that greatness begins with the courage to be yourself, and this philosophy has always guided Puma, resonating more than ever with the younger generation.

“With this ‘Go wild’ campaign, we are taking our first step to further connect with our audience, with the first chapter focusing on running with a truly unique and disruptive approach.”

This is Puma’s largest marketing investment to date, with a 40% increase in marketing spend compared to 2024.

Following the launch, the campaign will continue through 2025 and 2026 by spotlighting different sports, including basketball and football, and leveraging global sporting events. 

Puma will also launch a series of ambassador stories, further explaining the “Go wild” mentality.

“Go Wild” launches today (March 20) and will run across digital, out-of-home, PR, social, TV, retail, and talent-driven activations worldwide. 

Havas International handled media planning and buying.

Julie Legrand, senior director of global brand strategy and communications at Puma, added: “We started with the consumer insight that running will give you a rush like nothing else. This means that no matter how hard it is, you will never regret a run.

“The ‘Go wild’ campaign was developed with the largest consumer research in the brand’s history, finding a clear space in the market for Puma where performance meets joy – an untapped territory that Puma is uniquely positioned to own.” 

Adam & Eve/DDB won the Puma global creative account in December 2024.