Puma has named Nadia Kokni as vice president of global brand marketing, replacing Richard Teyssier, according to a press release. Kokni, who officially stepped into the job Jan. 1, stands as Puma’s most senior global marketing leader, with a purview spanning brand strategy, creative direction, integrated marketing and communications.
The sportswear marketer in October united a number of functions, including brand marketing, product, innovation and go-to-market, under a single global organization led by Chief Brand Officer Maria Valdes, to whom Kokni will report. Teyssier, a Puma veteran of over 14 years, is leaving to pursue other opportunities.
Kokni most recently served as senior vice president of global marketing and communications at fashion house Hugo Boss, where she was tasked with large-scale brand transformation and accelerating digital initiatives. Her resume also includes stints at Puma rival Adidas, JD Sports, Tommy Hilfiger and H&M.
“Her appointment comes at an important time for Puma as we bring product creation and storytelling even closer together,” said Valdes in a statement. “Nadia’s leadership will help us deliver sharper product narratives, stronger brand heat and deeper consumer connections globally.”
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. Adam&eveDDB, which was appointed Puma’s lead creative agency in 2024, developed the “Go Wild” work.
“It’s a very big moment for us at Puma because this brand DNA work we have done in the last year is super important for us to shape the future,” Teyssier said of the campaign in a previous interview with Marketing Dive.
Puma’s marketing shuffle is part of a larger “reset phase” aimed at establishing the business as a top-three global sports brand. Sales declined 10.4% year over year in Q3, a slide Puma attributed largely to its strategic overhaul. Arthur Hoeld, who became CEO last July, said that Puma had become “too commercial” in several respects, including in relation to distribution, pricing and promotion, on a call discussing the results in the fall. Hoeld also indicated that Puma’s turnaround may take some time, with 2027 a target for returning to healthy growth.
