Going Wild: How Puma Is Betting Big on Gen Z and Lifestyle Marketing

Puma just launched their biggest and boldest marketing campaign to date - Go Wild, an introduction to their new brand strategy which embraces self-expression and joy...

Happy new week!

There comes a time in every brand’s journey when it must stop, take stock, and ask the bigger question , who are we speaking to, and are they still listening? For Puma, that moment is now. Once a household name, now feeling the pressure of keeping pace with rivals like Nike and Adidas, not to mention the rise of new challengers like On and Hoka, Puma has made a decisive move. They’ve chosen to do more than keep up. They’ve chosen to redefine the conversation.

Their answer? Go Wild, the largest global campaign in Puma’s history, a full-scale repositioning of the brand’s identity, and a direct appeal to a younger, increasingly influential audience: Gen Z.

Go Wild isn’t just a flashy advert with a catchy tagline it is rooted in deep consumer insight, emotional storytelling, and a recognition that the culture around sport is changing, and fast.

Hitting the Ground Running…

At the heart of Puma’s 'Go Wild' campaign is a powerful yet simple idea: sport should bring joy. Not sacrifice, not perfection, and not grit for the sake of grit but pure, unfiltered joy. In a world where younger generations are rejecting hustle culture, Puma taps into a long-overdue cultural shift, championing fitness as a lifestyle rooted in well-being rather than competition.

Kicking off with a focus on running, 'Go Wild' highlights the universal appeal of the runner’s high—an experience accessible to anyone, regardless of ability. Instead of spotlighting elite athletes, the campaign celebrates everyday runners: early risers, dog joggers, new moms, and running communities. By reflecting real people and real moments, Puma creates a campaign that resonates deeply with Gen Z’s values.

“With this ‘Go Wild’ campaign, we are taking our first step to further connect with our audience, the first chapter focuses on running with a truly unique and disruptive approach.” Richard Teyssier, Global VP Brand and Marketing at PUMA.

Turning Insight into Impact with Gen Z

Puma regards this as their boldest campaign till date, this shift isn’t just creative, it’s strategic. With a 40% increase in marketing investment, the brand is placing a clear bet on Gen Z and lifestyle marketing. This generation values community, authenticity, and immersive experiences. They’re not just watching ads, they expect to live inside them. That insight drove Puma to conduct its largest-ever consumer study, gathering input from over 10,000 people worldwide to build a campaign that genuinely resonates.

The research revealed a clear shift: today’s youth crave meaning, prioritise mental well-being, and value expression over perfection. Puma listened, and Go Wild is the result—a campaign that speaks with its audience, not at them. By celebrating real people and real joy, Puma taps into Gen Z’s emotional connection to stories of individuality and defiance. And this isn’t a one-off. Go Wild will evolve into a multi-year, multi-sport platform, weaving into cultural moments across football, basketball, and beyond.

A New Chapter for Puma: Finding Its Footing in a New Era

Puma’s in an interesting spot right now. It’s not the go-to for performance, and it’s not the coolest brand on the block either. It’s got some good ground in football and basketball, but outside of that, it’s kind of been floating. In a market where newer brands like On and Hoka are making serious moves by blending comfort, lifestyle, and community, Puma has to do more than rely on its name to stay in the game.

This pivot makes sense, it’s what i’ve been preaching that most brands should do — double down on lifestyle marketing, integrate your products and marketing in the lives of your consumers. Excited to see the rest of the rollout of the Go Wild campaign and hopefully it proves my hypothesis correct.

This pivot makes total sense—it’s exactly what I’ve been saying brands need to do. Double down on lifestyle marketing. Make your products and your message part of your consumers' real lives. I'm really excited to see how the rest of the Go Wild campaign unfolds, and I’m hoping it proves my hypothesis right.

Have a great week!