PUMA Unveils Its Biggest Global Media Campaign to Date in Partnership with Havas International

On March 20th, 2025, PUMA and Havas International launched ‘Go Wild’ – an evolution in PUMA’s brand identity, reinforcing its commitment to redefining the game. As PUMA’s global media agency of record, Havas International oversaw the most groundbreaking marketing initiative in the brand’s history, with a 40% increase in marketing investment compared to 2024. The campaign has been rolled out across more than 30 markets globally, setting an unprecedented milestone for the brand.

‘Go Wild’ presents a new vision for sport, aligned with the expectations of a younger generation and rooted in PUMA’s history, sport is a form of self-expression, a source of enjoyment, and a way to create social connections. The campaign kicks off with the ‘Go Wild’ hero film, a tribute to runners that celebrates everyday athletes instead of celebrities, by creative agency Adam&Eve. In pre-tests, ‘Go-Wild’ ranked among the Top 1% for the predicted long-term market share growth across key markets such as USA and Germany.

Since being named PUMA’s Global Media Agency in 2019, Havas International has partnered with PUMA on innovative media activations that harness PUMA’s heritage to reach a new generation of consumers. Lauded campaigns include a first-of-its-kind holographic activation at the NBA All-Star Weekend, a cutting-edge augmented reality experiences that activated across New York City bus shelters, and the launch of 2024 FOREVER.FASTER brand campaign, with 3D activations in Picadilly Circus and takeovers in key cities across the world.

We have worked closely with our key media partners -including YouTube, DAZN, Prime, ESPN and Netflix- to secure strategic placements that maximize impact and showcases the bold evolution of PUMA’s brand statement. By embedding PUMA’s vision into these platforms, we’ve ensured a seamless integration that sparks genuine excitement and amplifies brand engagement within their communities.

Ferran Juaní Solans

Managing Director, Havas International

Havas’ 2024 Meaningful Brands survey – a landmark proprietary study of more than 156,000 respondents across 24 markets and more than 2,600 brands – found that the most meaningful brands elevate holistic health, recognizing the interconnectedness of people’s physical, mental, and social well-being. 72% of respondents indicated that brands should be doing more to improve and support consumers’ health; by going beyond worshipping performance and encouraging individuals to unleash their true selves through sport, ‘Go Wild’ campaign’s message resonates with today’s consumers.

We started with the consumer insight that running will give you a rush like nothing else. Which 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.

Julie Legrand

Senior Director Global Brand Strategy and Communications, PUMA

About Havas International

Havas International is the media experience agency. Havas International delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. Havas International is part of Havas, one of the world’s largest integrated content, media and communications groups. The media experience agencies of the group are home to specialists across 150 countries worldwide, with 73 Villages. Clients include BBC, Canal+, Credit Agricole, Dolce & Gabbana, EDF, Fidelity Investments, Grupo Carso, Hyundai, JDE, Kia, Leroy Merlin, Lidl, PNC Bank, PUMA, Reckitt Benckiser, Red Bull, Sanofi, Shell, Telefonica, YUM Brands, among many others. For more information, visit the website or follow Havas International on LinkedIn @Havas International or Instagram @havas_media_network.

ABOUT PUMA

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA is committed to redefining sport and self-expression, empowering athletes and consumers to perform at their best while staying true to who they are. With a focus on innovation, authenticity, and joy, PUMA continues to push the boundaries of performance and sports-style. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.