PUMA’s 5AM High Drops Targets 42% Weather-Bound Runners with Free Deviate NITRO

Global sports brand PUMA has launched 5AM High Drops, a worldwide activation encouraging runners to embrace early-morning workouts by offering free running shoes at sunrise. Announced on April 15, 2025, the initiative rewards dedicated runners in cities like Boston, Las Vegas, New York, Mexico City, London, and Tokyo with pairs of the latest Deviate NITRO™ 3 and ForeverRun models. Participants must reach secret locations revealed on PUMA’s local Instagram channels at 5 a.m. between April and May.

Early Bird Incentives

The first runners to arrive at designated “high drop” spots receive free shoes, aligning with PUMA’s goal to celebrate those who prioritize fitness before dawn.

Erin Longin, PUMA’s VP of Run/Train, stated: “We want to champion runners who re-arrange their lives to chase the runner’s high”.

The activation ties into PUMA’s research showing 42% of U.S. runners cite poor weather as a barrier, making spring an ideal time to motivate outdoor activity.

The "Go Wild" Campaign

5AM High Drops is part of PUMA’s largest-ever global campaign, “Go Wild”, launched in March 2025. The strategy emphasizes sport as a form of self-expression and social connection, targeting Gen Z with a 40% increase in marketing investment compared to 2024. Key elements include:

• Everyday Athletes Over Celebrities: The campaign’s hero film features runners like early risers, dog owners, and new moms, shifting focus from elite athletes to relatable stories.
• Proven Effectiveness: Pre-testing ranked the campaign in the top 5% of U.S., Chinese, and German ads for driving sales, with other markets in the top 25%.
• Ambassador-Driven Content: PUMA will highlight ambassadors like Usain Bolt and Mondo Duplantis to reinforce its legacy of empowering individuality in sports.

Market Expansion

The initiative coincides with peak marathon training season and follows PUMA’s March 2025 announcement of plans to spotlight basketball and football later in the year. It also builds on the brand’s 75-year history of merging performance with street culture, recently underscored by collaborations and global retail expansions.

PUMA aims to solidify its position as a leader in athletic performance and community-driven storytelling by incentivizing early runs and celebrating everyday dedication. As the “Go Wild” campaign unfolds, expect further activations targeting diverse sports audiences worldwide.