PUMA's Bold Move: Nadia Kokni Steps In as Global Brand Marketing VP to Drive Next-Gen Storytelling

PUMA has made a strategic appointment that signals a major shift in its global marketing approach. Nadia Kokni joins as Vice President of Global Brand Marketing, effective January 1, 2026, reporting directly to Chief Brand Officer Maria Valdes. This move comes as PUMA accelerates its brand ambitions and aims to sharpen its storytelling around product icons and innovation.

Nadia Kokni's Role and Responsibilities

In her new position, Nadia will oversee global brand marketing strategy, creative direction, integrated marketing, and communications. She becomes PUMA's most senior global marketing leader, tasked with bringing product creation and storytelling closer together to enhance consumer connections worldwide.

Background and Experience

Nadia brings extensive international experience from roles at JD Sports, H&M, adidas, Tommy Hilfiger, and most recently as Senior Vice President of Global Marketing & Communications at Hugo Boss. At Hugo Boss, she led large-scale brand transformations and digital acceleration, making her a key asset for PUMA's growth plans.

Strategic Implications for PUMA

Maria Valdes, PUMA's Chief Brand Officer, highlighted Nadia's ability to build modern global brands through strategic clarity, creative excellence, and cultural relevance. This appointment follows PUMA's recent reorganization, which consolidated Brand Marketing, Product, Creative Direction, Innovation, and Go-To-Market into a single global organization under Valdes's leadership.

Nadia expressed excitement about joining PUMA, noting its powerful heritage and opportunity to lead at the intersection of sports, culture, and performance. She aims to deliver bold, meaningful storytelling that inspires consumers and accelerates PUMA's next growth phase.

Leadership Transition

Nadia replaces Richard Teyssier, who has left PUMA to pursue other opportunities. This change underscores PUMA's commitment to evolving its brand narrative and strengthening its market position.