PUMA, the global sportswear brand, has launched its latest campaign, Go Wild, a high-energy film that brings to life the exhilaration of running through the universal concept of the “Runner’s High.”
Fronted by Olympic badminton champion PV Sindhu and actor Ibrahim Ali Khan, the campaign also shines a spotlight on everyday runners, positioning running as both a performance-driven pursuit and an accessible lifestyle choice.
The 60-second film blends sport with storytelling, featuring Sindhu powering through a blister and Ibrahim in stride on a morning run. Alongside them are real-life personalities who embody running in different ways: finance journalist Mangalam Maloo, entrepreneur Nirupa Shankar, influencer Ankita Chawla (popularly known as Hustlerani), Gen-Z Run Club co-founder Maninder Singh, and HYROX ambassador Joel Eric Pinto. Each vignette portrays running as a deeply personal act, whether to overcome heartbreak, balance demanding schedules, bond with a pet, or chase a personal best.
The film is set to a reimagined version of Afroman’s Because I Got High, infusing cultural familiarity with playful energy to mirror the euphoric rush of running. With this blend of music, movement, and narrative, PUMA aims to make running feel not just aspirational but relatable to a wide audience.
Commenting on the new campaign launched, 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 campaign launch comes amid a surge in India’s running movement, which now accounts for 23.5% of non-cricket sponsorship spends in 2024 (GroupM, 2025) and includes more than 2.5 million registered runners nationwide. PUMA has emerged as a leader in this segment, building a multi-layered strategy around product innovation, athlete partnerships, race sponsorships, and community initiatives.
The brand’s NITRO footwear line has been developed to serve both elite and recreational runners, while its long-term partnerships include marquee events such as the Vedanta Delhi Half Marathon, Ladakh Marathon, Mumbai Half Marathon, and Wipro Bengaluru Marathon. PUMA also outfits more than 400 national athletes through its association with the Athletics Federation of India. Beyond professional races, the company has fostered a strong community presence, from co-creating unique formats like the PUMA x Bumble runs to hosting more than 170 weekly runs in 2025 alone.
By pairing world-class athletes like Sindhu with cultural youth icons like Ibrahim Ali Khan and everyday runners across India, PUMA is not only expanding its audience but also deepening its commitment to making running a central part of India’s sporting and lifestyle identity.
