• by Tanya Gazdik , 4 hours ago

Puma has a new global head of marketing. 

Nadia Kokni has been appointed vice president, global brand marketing. She joins the the sportswear company’s global leadership team and reports directly to Chief Brand Officer Maria Valdes.

"Kokni replaces Richard Teyssier, who has decided to leave Puma to pursue other opportunities after 14 years with the company,” according to WWD. “In her new role as Puma’s most senior global marketing leader, the company noted that Kokni will oversee brand marketing strategy, marketing creative direction, integrated marketing and communication globally.”

Kokni brings extensive international experience in transforming leading global brands across sports, fashion and lifestyle, notes Fashion Network. She has held senior leadership roles at JD Sports, H&M, Adidas, Tommy Hilfiger, and most recently at Hugo Boss as senior vice president of global marketing and communications, where she spearheaded large-scale brand transformation and digital acceleration.

Her appointment follows Puma’s decision in October to put brand marketing, product, creative direction, innovation and go-to-market into a single global organization led by Valdes.

"All of these moves come as the brand looks to refuel excitement across the business,” according to WWD.

In October, the company logged a third-quarter sales drop of 10.4% as its new CEO Arthur Hoeld also outlined his plans for the turnaround.

"Last March, Puma launched its largest global campaign to date with humorous ads that show a range of people, from marathon participants to moms with strollers, chasing a runner’s high,” according to Marketing Dive. “Adam&eveDDB, which was appointed Puma’s lead creative agency in 2024, developed the “Go Wild” work.”