HERZOGENAURACH, Germany--(BUSINESS WIRE)--Mar 20, 2025--
Global sports company PUMA announces the launch of its biggest global brand campaign to date – ‘Go Wild’ – marking an evolution in its brand identity and showing runners re-arranging their lives to chase the highs of running. The campaign celebrates the individual and inspires everyone – amateurs and professional athletes alike – to unleash their true selves and discover greatness in their nature.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250320977547/en/
For 75 years, PUMA has relentlessly pushed sport and culture forward and, as a leading sport brand, has always promoted sport as a way to embrace self-expression and joy. Through the launch of 'Go Wild', PUMA is championing the power of unveiling your true self through sport, showing it’s about the courage to be yourself, unlocking your authentic self and in turn, unleashing your greatness.
“PUMA has always been home to athletes who achieved greatness in sports by being their true selves and following their own path to success,” says Arne Freundt, CEO at PUMA. “Iconic personalities from the past and the present like Tommie Smith, Usain Bolt, Breanna Stewart or Neymar are great ambassadors of the unique PUMA DNA: our athletes with a great personality embracing self-expression and joy. With our second brand campaign, we are taking another important step in strengthening our distinctive and emotional connection with our consumers in our brand elevation journey.”
Beyond just idolising performance, PUMA aims to inspire individuals to unleash their wild energy through sport. By capturing the human instinct, we all feel when playing sport, PUMA aims to expand its global presence and make more meaningful connections with its audience.
“ This new brand campaign represents a new vision for sport and a new chapter for PUMA, aligned with the expectations of a younger generation and rooted in PUMA’s history. In times of social media followership and ‘meme’ culture, we want to inspire the professional and everyday athletes to look inside themselves to find their own greatness and have the courage to unleash their true self, ” says Richard Teyssier, Global VP Brand and Marketing at PUMA.
The 2025 campaign kicks off with the release of the ‘Go Wild’ hero film, a tribute to runners unlocking the runner’s high – a rush of happy chemicals released during physical activity – aligning with a positive audience response in this space and rooted in the belief that running is at its best when you chase the runner’s high. The ‘Go Wild’ film moves away from featuring athletes and celebrities – and instead celebrates the everyday runner, including the early-rising runners, a runner with their dog, a new mum, or running as a community – all of them making choices staying true to themselves chasing the high of a run.
To further sustain the ‘Go Wild’ message, PUMA will be launching a series of content which aims to explain ‘Go Wild’ to its audience through PUMA’s ambassadors’ stories. From Tommie Smith in 1968 and Usain Bolt in 2008 to Mondo Duplantis in 2024, self-expression through sport has always been at the heart of PUMA’s ambassadors. Like no other, they know what it means to go wild, and they are our Wild Ones.
The ‘Go Wild’ global campaign goes live on 20 th March and will continue through 2025/26 by strategically spotlighting different categories within sport, including basketball and football, and leveraging key global sporting events.
For more information about PUMA Go Wild, visit www.puma.com or follow our journey on social media @PUMA.
Notes to editors:
Brand film, long version: LINK
Brand film, short versions: LINK
Brand film on YouTube: LINK
Images: LINK
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.
Global sports company PUMA announces the launch of its biggest global brand campaign to date – ‘Go Wild’ – marking an evolution in its brand identity and showing runners re-arranging their lives to chase the highs of running.
HELSINGBORG, Sweden (AP) — NATO allies and defense officials expressed bewilderment Friday at U.S. President Donald Trump’s announcement that he would send 5,000 U.S. troops to Poland just weeks after ordering the same number of forces pulled out of Europe.
The apparent change of mind came after weeks of statements from Trump and his administration about reducing — not increasing — the U.S. military footprint in Europe. Trump's initial order set off a flurry of action among military commanders and left allies already doubtful about America's commitment to Europe's security to ponder what forces they might have to backfill on NATO's eastern flank with Russia and Ukraine.
Earlier this month, the Trump administration said it was reducing levels in Europe by about 5,000 troops, and U.S. officials confirmed about 4,000 service members were no longer rotating into Poland from Germany. The dispatch to Germany of U.S. personnel trained to fire long-range missiles was also halted.
But in a post on Truth Social on Thursday, Trump said he would now send "an additional 5,000 Troops to Poland,” citing his strong ties with Polish President Karol Nawrocki, whom Trump endorsed in elections last year.
“It is confusing indeed, and not always easy to navigate,” Swedish Foreign Minister Maria Malmer Stenergard told reporters Friday at a meeting she was hosting of her NATO counterparts, including U.S. Secretary of State Marco Rubio.
Ministers from the Netherlands and Norway were sanguine about Trump’s latest move, as was Latvian Foreign Minister Baiba Braže, who said allies knew the U.S. troop “posture was being reconsidered, and now there is no change of posture. For now.”
U.S. defense officials also expressed confusion. “We just spent the better part of two weeks reacting to the first announcement. We don’t know what this means either,” said one of two officials who spoke on condition of anonymity to discuss sensitive military matters.
But Rubio said Washington’s allies understand that changes in the U.S. troop presence in Europe will come as the Trump administration reevaluates its force needs. “I think there’s a broad recognition that there are going to be eventually less U.S. troops in Europe than there has historically been for a variety of reasons,” he said.
The latest surprise came despite a U.S. pledge to coordinate troop deployments, including one from NATO’s top military officer, U.S. Lt. Gen. Alex Grynkewich, on Wednesday.
Trump's initial announcement that he would withdraw troops came as he fumed over remarks by German Chancellor Friedrich Merz, who said that the U.S. was being “humiliated” by the Iranian leadership and criticized what he called a lack of strategy in that war.
Trump told reporters that the U.S. would be cutting even more than 5,000 and also announced new tariffs on European cars. Germany is the continent’s biggest auto producer.
Rubio insisted that Trump’s decision “is not a punitive thing. It’s just something that’s ongoing.”
About 80,000 U.S. troops are stationed in Europe. The Pentagon is required to keep at least 76,000 troops and major equipment on the continent unless NATO allies are consulted and there is a determination that such a withdrawal is in U.S. interests.
The withdrawal of 5,000 troops might drop numbers below that limit.
But Trump's latest post suggests that troop numbers in Europe would not change. Polish Foreign Minister Radek Sikorski welcomed the decision to send more forces to his country, saying it ensures that “the presence of American troops in Poland will be maintained more or less at previous levels.”
NATO Secretary-General Mark Rutte also welcomed the move. On Thursday, before Trump took to Truth Social again, Rutte had underlined that it was important for Europe to take care of its own security. “We have a process in place. This is normal business,” he told reporters.
At NATO headquarters in Brussels, meanwhile, U.S. officials briefed the allies on the Pentagon's aims for its commitments to the NATO Force Model, which involves contingency planning for Europe’s defense in the event of serious security concerns. It was widely expected that a further reduction of U.S. forces would be coming.
Asked whether any cuts were announced, Rutte said: “I’m afraid it’s much more complicated than that.” He said the procedure “is highly classified” and declined to give details.
Rubio played down concerns about a shift in U.S. force levels in Europe, saying: "Every country has to constantly reevaluate what their needs are, what their commitments are around the world, and how to properly structure that.”
Cook reported from Brussels. Associated Press writer Emma Burrows in London contributed.
United States Secretary of State Marco Rubio speaks with journalists during a meeting of NATO foreign ministers in Helsingborg, Sweden, Friday, May 22, 2026. (AP Photo/Julia Demaree Nikhinson, Pool)
United States Secretary of State Marco Rubio, front second left, and NATO Secretary General Mark Rutte, front left, speak with each other during a group photo at a meeting of NATO foreign ministers in Helsingborg, Sweden, Friday, May 22, 2026. (AP Photo/Julia Demaree Nikhinson, Pool)
United States Secretary of State Marco Rubio, left, and NATO Secretary General Mark Rutte look at each other as they deliver a statement during a meeting of NATO foreign ministers in Helsingborg, Sweden, Friday, May 22, 2026. (AP Photo/Julia Demaree Nikhinson, Pool)
Latvian Foreign Minister Baiba Braže speaks at the doorstep of the NATO foreign ministers' meeting at Sea U in Helsingborg, Sweden, Friday, May 22, 2026. (Johan Nilsson/TT News Agency via AP)
United States Secretary of State Marco Rubio, left, and NATO Secretary General Mark Rutte deliver a statement during a meeting of NATO foreign ministers in Helsingborg, Sweden, Friday, May 22, 2026. (AP Photo/Julia Demaree Nikhinson, Pool)
NATO Secretary General Mark Rutte speaks to media at the NATO Foreign Ministers' meeting in Helsingborg, Sweden, Friday, May 22, 2026. (Johan Nilsson/TT News Agency via AP)
Secretary of State Marco Rubio arrives with his wife Jeanette at Malmo Airport, Friday, May 22, 2026, in Malmo-Sturup, Sweden, ahead of a NATO foreign ministers meeting. (AP Photo/Julia Demaree Nikhinson, Pool)
NATO Secretary General Mark Rutte, second from left, shakes hands with Prime Minister of Sweden Ulf Kristersson, as he is greeted by King Carl Gustaf of Sweden, Queen Silvia of Sweden and Minister for Foreign Affairs of Sweden Maria Malmer Stenergard, right, before a dinner at Sofiero Castle in Helsingborg, Sweden, Thursday May 21 2026. (Johan Nilsson/TT News Agency via AP)
Swedish Foreign Minister Maria Malmer Stenergard speaks to media at the NATO Foreign Ministers' meeting in Helsingborg, Sweden, Friday, May 22, 2026. (Johan Nilsson/TT News Agency via AP)
