PUMA Run Wild
We activated PUMA’s Run Your City platform with a bold graphic language that unified signage, digital comms, and merch to champion authentic running culture.
Challenge
Capturing the energy of South London’s running culture.
PUMA wanted to connect their Run Your City platform with real running communities, grounding the campaign in local energy rather than global hype. The challenge was to create an identity for Run Wild that felt part of the wider brand yet rooted in South London’s raw, collective spirit. It needed to speak to local running clubs while carrying the momentum of a global sports brand.
Solution
Designing a brand that runs with the community.
We created a vibrant graphic language inspired by the rhythm of city running and the energy of South London streets. The toolkit unified all campaign assets, from event signage and social content to digital comms and on-the-ground merchandise. Every element invited participation, celebrating the individuality and togetherness of local runners while extending the visual identity of Run Your City.
Results
Building meaningful connections through movement.
Run Wild became a catalyst for local engagement, bringing together multiple community running clubs under one creative umbrella. The event deepened PUMA’s connection to the London running scene and set a blueprint for how the Run Your City platform can grow through authentic, community-first experiences.
Photography by Helena Postigo Matey
