For The High
PUMA

A running ad about chasing feelings instead of PBs

In 2025, we gave PUMA a fresh spin on running. Not focussed on speed or winning. But instead, how good it can feel.

We enlisted Afroman to re-record his smash hit ‘Because I Got High’, to celebrate all the ways that runners will put their life on hold to chase that high.

I played strategic support. In the first workshop, we laid out all the ‘high’ and ‘low’ points of a run, from struggling to get out the door to the dopamine waiting for you at the end.

This exercise encouraged us to be a bit more honest with ourselves. Yes, running can feel amazing. Buuuuut it also sucks. And only because it’s so hard does it feel so good in the end.

The day before, I had recorded a run so slow that Strava thought it was a hike. So this honesty was a welcome relief to me.

Focussing on ‘the high’ also felt fresh for the category - between the ‘win at all costs’ mentality of Nike, and the very sincere ‘You Got This’ world of Adidas.

It’s been a year since this campaign launched, and I can proudly share I’m yet to record another accidental hike.

My role:

Senior Strategist

Made with:

Jack Spicer, Fabio Santos, Christian Lotz, Christina Rankel, Mark Shanley, Sophie Kelting and Jonny Angel

Agency:

adam&eve/TBWA

Awards:

APA Collection

Campaign BIG Awards x2 Shortlist - Media Excellence (30” TV Ad), Entertainment & Leisure

Campaign UK Best Film Ads of 2025 - #10

Campaign UK Most Read Pick of the Week 2025 - #5