PUMA India has launched the local edition of its brand campaign, ‘Go Wild,’ highlighting its focus on running as both a sport and a cultural activity. The campaign features Olympic medalist PV Sindhu, actor Ibrahim Ali Khan, and runners from different backgrounds, emphasizing PUMA’s growing presence in India’s running and performance segment.
‘Go Wild’ aims to encourage self-expression through sport, with running chosen to reflect the rising interest in performance-driven activities in the country.
The campaign coincides with the growth of running in India, which accounts for 23.5% of non-cricket sponsorship spending in 2024 (GroupM, 2025) and has over 2.5 million registered participants. PUMA has been active in this space through athlete partnerships, product launches like the NITRO™ range, race sponsorships, and more than 250 community runs over the past year.
Commenting on the new campaign launched today, Karthik Balagopalan, Managing Director, PUMA India, said, “Running is one of the fastest-growing sports in India. GO WILD India campaign is our unique attempt to acquaint people with the pure joy of chasing the Runner’s High and cementing our performance-first vision for the brand. We believe we are just scratching the surface in making everyday running a defining part of India’s culture and we will continue to be the forerunner in shaping the sporting ecosystem of the country.”
The 60-second video uses the concept of ‘Runner’s High’ to depict experiences of effort, joy, and personal transformation during running. The PUMA India film features both well-known personalities and everyday participants, including real-estate developer and athlete Nirupa Shankar, finance journalist Mangalam Maloo, influencer Ankita Chawla (Hustlerani), Co-founder of a Gen Z Run Club Maninder Singh, and HYROX ambassador Joel Eric Pinto.
Set to a remake of American rapper Afroman’s 2000 track ‘Because I Got High’, the film connects running with cultural elements. Scenes include Sindhu pushing through a blister, Ibrahim on a morning run, Maninder integrating running with daily tasks, Hustlerani using running as a coping mechanism, Joel pursuing personal goals, Mangalam running with his child, and Nirupa balancing running with her work schedule. The focus is on running as a personal experience rather than a competitive pursuit.
The campaign also highlights various initiatives to encourage running, including community runs, race partnerships, and programs supporting both casual and competitive runners across India. Activities include over 170 weekly runs and engagement through multiple running events in 2025, reflecting the growing interest in running as a recreational and lifestyle activity.
Watch the campaign film here:
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