PUMA launches first South East Asia-centric running film via GOVT Singapore

In a running world where elite athletes and podium finishes take center stage, PUMA South East Asia is switching up the narrative by empowering everyday runners to define their own running journeys via this latest campaign from GOVT Singapore.

As a sport that has seen exponential uptick post COVID-19, Southeast Asian running enthusiasts have needed to battle extreme humidity, a lack of running heritage and community support as they seek to embrace this endurance sport.

In the film, PUMA reaffirms its commitment to Southeast Asian consumers by seeing the run like how consumers do with the all-new Deviate NITROTM 3. This cutting-edge shoe features market-leading technologies like PUMAGRIP, PWRTAPE, and nitrogen-infused NITROTM foam, delivering exceptional comfort, support, and explosive propulsion. Beyond delivering product support, PUMA will also be rolling out local initiatives through its PUMA NITRO Run Club across Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam to deepen community engagement.

“At PUMA, we believe that running is for everyone. With the Deviate NITROTM 3 and our commitment to local initiatives, we’re dedicated to supporting and celebrating the diverse running community across Southeast Asia. By connecting with runners on a personal level in this film, we aim to inspire and empower them to define their own running journeys,” says Eleanor Wang, Marketing Director at PUMA Southeast Asia.

Kevin Poh, Group Creative Director of GOVT, said: “We wanted to make a film that resonates with everyday runners. That meant going beyond the tropes of performance and professional athletes breaking their limits so often seen in sports commercials. Instead, we celebrate everyone and anyone who’s ever thought they weren’t made to run. We want to encourage the running community to embrace the ‘bad’ runners in them, and engage with running the way it should be enjoyed—inclusively, joyfully and without judgement.”

Through “See The Run Like We Do”, PUMA wants Southeast Asian runners of all levels to embrace their own unique reasons and insecurities while on the path to being a runner. Be it through conquering personal challenges, improving health, or building one’s own mental and physical resilience, every runner’s journey is a victory worth celebrating.