Puma’s ads focus on athlete collaborations across sports

It focuses on themes like athletic achievement and team spirit.

Puma’s latest ads centers on strong athlete partnerships to drive its multi-sport campaigns, according to GlobalData’s Global Ads Platform.

The brand launched a series of YouTube advertising campaigns showcasing its presence in football, running, cricket, and motorsport from February to April 2025.

The ads emphasize stories of individual perseverance, team spirit, and the relentless pursuit of excellence.

Sagar Kishor, ads analyst at GlobalData, said Puma’s marketing emphasizes strong athlete partnerships, especially in football with endorsements from Neymar Jr. and Christian Pulisic.

The brand also targeted fans of running and cricket, promoting products that combine performance and style, such as the Ultra Ultimate boots, F1 racewear, and collaborations with AC Milan and Aston Martin.

Additionally, the campaigns highlighted performance through gear like football boots worn by Neymar Jr. and F1 suits used by Fernando Alonso and Lance Stroll.

The brand also focused on resilience, featuring players like Diogo Dalot and Sandy Baltimore, and celebrating creativity and self-expression in sports. Puma reinforces team identity through apparel like the Aston Martin F1 overalls and encourages a sense of community among fans.

Moreover, it blended sport with lifestyle, with products that appeal to athletes who care about both function and fashion such as the AC Milan x Off-White kit.

Finally, campaigns like “PUMA. GO WILD” promoted the mental and physical benefits of running, linking the brand’s gear to well-being and personal growth.