Puma has just launched a multinational ad campaign called “Go Wild” that celebrates younger “everyday athletes.” 

Havas International led the media planning and buying for the campaign which spans 30 markets, which the company said is its largest campaign ever.  

Adam&Eve, which won creative duties for the brand late last year, led creative.  

The initial “hero film” focuses on runners pushing it hard and experiencing the so-called runners high that’s attributed to the body’s release of natural mood-enhancing chemicals called endorphins.  

The film’s soundtrack is a remake of the 2000 Afroman song, “Because I Got High.” 

“We started with the consumer insight that running will give you a rush like nothing else,” stated, Julie Legrand, senior director-global brand strategy, Puma. “Which means that no matter how hard it is, you will never regret a run.” 

She added that the ‘Go Wild’ campaign was developed with the largest consumer research in the brand’s history.  

The result, Legrand said was “finding a clear space in the market for Puma where performance meets joy – an untapped territory that Puma is uniquely positioned to own.” 

The push—backed by a 40% boost in its marketing budget this year-- is part of a major effort by the brand to attract younger consumers.