PUMA has launched its first-ever running commercial for Southeast Asia, shifting the spotlight from elite athletes to everyday runners. This playful and inspiring campaign, created in collaboration with GOVT Singapore, is tied to the launch of the all-new Deviate Nitro™ 3, a running shoe designed to meet the unique needs of Southeast Asian runners. With advanced technologies like PUMAGRIP, PWRTAPE, and nitrogen-infused NITRO™ foam, the shoe provides superior comfort, support, and propulsion for runners of all levels.
The campaign celebrates the diverse community of runners across Southeast Asia, encouraging them to embrace their own running journeys, no matter their skill level. In the ad, PUMA playfully challenges the idea of what makes a “good” runner by acknowledging common insecurities like form, pace, and technique, only to turn the narrative on its head. The message is clear: being a runner isn’t about perfection, it’s about staying true to yourself.
“At PUMA, we believe that running is for everyone,” said Eleanor Wang, Marketing Director at PUMA Southeast Asia. “This campaign is a testament to our commitment to supporting and celebrating runners of all backgrounds and abilities. We want to inspire people to see running as a joyful, inclusive, and judgment-free activity.”
Alongside the film, PUMA is also launching local initiatives like the PUMA NITRO Run Club across Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam. These community-driven events aim to deepen engagement with runners across the region, providing them with opportunities to connect and grow together.
Kevin Poh, Group Creative Director at GOVT, added, “We wanted to create a film that resonates with everyday runners, those who may not see themselves as professional athletes but still love the sport. The film celebrates everyone who has ever doubted their ability to run and encourages them to embrace the fun, inclusive side of running.”
Through this campaign, PUMA reinforces its dedication to empowering runners of all levels, creating an inclusive environment where every runner’s journey is worth celebrating.
