Puma Launches Global ‘5AM High Drops’ to Reward Early-Morning Runners
Puma has unveiled a bold new global activation called ‘5AM High Drops’, aimed at celebrating the dedication of early-morning runners. Timed to coincide with the arrival of spring and peak marathon training season, the campaign offers runners in major cities—including London, Boston, Tokyo, New York, and Mexico City—a chance to grab the brand’s latest performance shoes like the Deviate Nitro 3 and Forever Run. These exclusive drops will take place at 5am on specific dates in April and May, with locations disclosed through local Instagram channels.
The activation forms part of Puma’s broader ‘Go Wild’ campaign, which champions sport as a platform for self-expression, joy, and authenticity. Erin Longin, vice president of run/train at Puma, stated, “We want to champion those with a passion for running, especially as more people start to train and enjoy the outdoors this spring.” She emphasized that the campaign celebrates the unique commitment of runners who chase the “runner’s high” at dawn.
Marking a significant shift in Puma’s brand identity, ‘Go Wild’ integrates both digital and physical experiences to engage the global running community. With 5AM High Drops, Puma not only spotlights the passion and resilience of runners but also reinforces its evolving philosophy that encourages individuality and confident self-expression in sport.
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