Puma taps Nadia Kokni to turbocharge global brand play

HERZOGENAURACH: Puma has appointed Nadia Kokni as vice-president of global brand marketing, drafting in a heavyweight brand builder as it doubles down on sharper storytelling and product-led growth.

Kokni, who takes charge from January 1, replaces Richard Teyssier, who has left the company to pursue other opportunities. She joins Puma’s global leadership team and reports to Maria Valdes, chief brand officer.

In her new role, Kokni will steer Puma’s global brand marketing engine, spanning strategy, creative direction, integrated marketing and communications worldwide. The brief is clear: dial up brand heat, sharpen narratives around Puma’s product icons and sync innovation more tightly with storytelling.

Kokni arrives with a formidable CV across sport, fashion and lifestyle. She has held senior posts at JD Sports, H&M, Adidas and Tommy Hilfiger, and most recently led global marketing and communications at Hugo boss, where she drove a sweeping brand reset and digital acceleration.

Valdes called her “a world-class marketing leader” whose mix of strategic rigour, creative edge and cultural fluency fits Puma’s next phase. The hire follows Puma’s recent consolidation of brand marketing, product, creative direction, innovation and go-to-market into a single global unit under Valdes.