For Puma’s part, it plans to launch a content series that explains the “Go Wild” message through the stories of former ambassadors, such as American track and field athlete Tommie Smith in 1968 and Jamaican sprinter Usain Bolt in 2008. 

It will also spotlight other sports, such as basketball and football, and uncover their communities’ particular “nuances” as the “Go Wild” platform continues throughout 2025 and 2026, Legrand added. 

“This work is about finding ways to connect on a deeper emotional level with consumers,” she said. “We are a brand that believes greatness can be reached by being your true self, and it’s up to everyone to define what greatness is for them.”

While these marketing moves are positively increasing Puma’s brand perception among Gen Z, time will tell if these efforts provide the foundation for the business turnaround the brand is hoping for.