Go Wild is about unleashing the energy within. It’s about feeling the highs of sport—not just in competition but in the joy and self-expression that comes with movement. For PUMA, this campaign is a way to redefine performance. It’s not just about winning; it’s about the way sport makes you feel.

TAPPING IN
This campaign marks a new era for PUMA. We’re not changing who we are, but we are amplifying something that has always been part of our DNA. PUMA has always stood for boldness and authenticity, from Tommie Smith’s protest in 1968 to Usain Bolt’s legendary victories. Go Wild brings this to life in a fresh, powerful way, giving us a strong, emotional connection with today’s generation.

INSPIRED BY THE HIGH
We conducted our biggest consumer study to date, speaking to over 10,000 people worldwide. One powerful insight stood out: people want sport to help them to be their true selves and express themselves freely. This realization led us to focus on the emotional highs of sport. Whether you’re a runner, a footballer, or just someone who loves being active, Go Wild is about celebrating that rush of energy and joy that makes you feel and perform at your best.

LIVING THE MINDSET
To me, Go Wild is about embracing spontaneity and believing in myself beyond my comfort zone. I hadn't thought that running would be my thing before I tried it once, but it became an activity where I can express myself and find something new about me every time I run. It’s all about leaning into that energy and seeing where it takes me. No matter how hard it is, you never regret a run. Or giving something your very best.

BRINGING GO WILD TO LIFE, WITH ANDY

Everything about Go Wild and our new creative expression is meant to be authentic and relatable, to capture running for what it is. From each scene to the movement and everything in between. No CGI or fancy effects—just real people running, chasing their own individual runner’s high. The relatable scenarios of each protagonist were the only things we crafted.
Some runners ran over 20kms just to film their scene.

MAKING IT HAPPEN
We shot the campaign in Cape Town, South Africa. It was really the perfect location to capture everything we needed. From a wide variety of landscapes to various run club partners such as THE NINE FOUR. This all goes back to our mission of working with real athletes, because without it… it’s just not real.

We also had the chance to partner with AFROMAN to reimagine his classic track “Because I Got High”, which was the perfect blend of sport and culture to bring this unexpected running story to life in a way that only PUMA can.

SHARING THE JOURNEY
When it’s all said and done, we wanted to ensure that viewers could really see themselves in this body of work. We stayed away from high-profile athletes and celebrities to make it relatable and true to a wide audience. Because at the end of the day, running is different for each person. How, why or when they experience that runner’s high is going to be wildly different. So, to be able to have everyone see themselves in this work felt really powerful.

POWERING CREATIVITY
Honestly, running is one of the best ways to clear my head and spark creativity. Running forces you to be in the moment, to connect with yourself, and I think that’s exactly what Go Wild is about. Some of my best ideas come mid-run. It’s where my mind is free. That’s when the magic happens.