Reframing running for Puma
PUMA Southeast Asia faced a clear challenge. The dominant perception in running culture is that you’re only considered a “good” runner if you meet elite standards such as pace, distance, or finish times. This mindset often excluded the majority of everyday runners in the region, especially in Southeast Asia where running culture is still developing and heavily shaped by performance comparison rather than personal progress.
So PUMA needed to redefine what it means to be a “good runner” and reposition running as an inclusive, judgment-free experience, while supporting the launch of the new Deviate NITRO 3 and strengthening PUMA’s connection with everyday runners across the region.
With the help of GOVT VCCP and our established track record of community-driven and human-centred storytelling for PUMA, the agency was tasked with developing a campaign that could shift focus away from elite athleticism and instead celebrate real, relatable running journeys. The approach centred on capturing the emotional truth of running in Southeast Asia, where environmental conditions like extreme humidity and a lack of established running infrastructure present unique challenges.
The result was “See the run like we do”, PUMA’s first-ever running commercial in Southeast Asia. The 90-second film takes a bold and unconventional approach, initially confronting viewers with the idea that they are “not a good runner”, pointing out perceived flaws such as poor form, inconsistent pace, and lack of direction. However, this narrative is deliberately flipped. Instead of reinforcing judgement, the film reframes these imperfections as part of what makes running authentic, ending with a powerful message that being “not a good runner” is exactly what makes someone true to themselves.
The campaign shifts the spotlight away from elite athletes and podium finishes, instead celebrating everyday runners and their personal victories, whether that is improving health, building resilience, or simply showing up. Alongside the film, PUMA also launched the Deviate NITRO 3 and expanded its regional community initiatives, including the PUMA NITRO Run Club across Malaysia, Singapore, Indonesia, Thailand, Philippines, and Vietnam, reinforcing its commitment to building a more inclusive running ecosystem.
The campaign was distributed across YouTube, TikTok, Instagram, and in-store screens across Southeast Asia, ensuring strong regional visibility at both digital and retail touchpoints. It resonated strongly with audiences, with viewers and runners responding positively to its inclusive tone and emotional honesty. Social conversations highlighted how refreshing it was to see “non-elite” runners represented in a major sports campaign, with many feeling personally seen and included in the narrative. Within the broader product ecosystem, the campaign also helped reinforce PUMA’s positioning as an approachable, community-driven running brand in Southeast Asia.
Eleanor Wang, Marketing Director at PUMA Southeast Asia, said: “We created this film to resonate with everyday runners, not just the elite. At PUMA, we believe running is for everyone, and we’re committed to celebrating and supporting the diverse running community across Southeast Asia. We aim to inspire more people to embrace their own running journey as a joyful, inclusive, and judgment-free experience by focusing on real everyday runners and their unique stories.”
Kevin Poh, Group Creative Director at GOVT VCCP, added: “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 judgment.”
