"Go Wild"

20 March 2025

82s

High times.

In 2000, rapper and future presidential candidate Afroman released 'Because I Got High'. That’s right—’Because I Got High’ is twenty-five years old. You've made your point, Father Time, now cut it out. Before we get too despondent, we have an unlikely ode to the track courtesy of Puma, the sports brand that wants everyone to chase the runner's high.

Directed by Elliott Power, the spot replaces lyrics like "I wasn't gonna run from the cops, but I was high" and "I lost my kids and wife because I got high" (yes, we're as surprised as you) with the likes of "I was just wanted to walk the dog, but then I got high" and "I was gonna drive to work, I'm not gonna lie!" Now it's a song about dopamine, not dope.

In Puma's new world order, a time of 46:14 is turned upside-down to look a lot like 'HIGH'. Small personable touches like this, coupled with a sufficient amount of sweat, ensure that professional athletes and celebrities are not missed. Instead, this is a celebration of the high life and how anyone can get used it.

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