Sportswear company Puma has appointed Nadia Kokni as vice president of global brand marketing, effective 1st January. In the newly created role, she will report directly to chief brand officer Maria Valdes.
Kokni will be responsible for overseeing Puma’s global brand marketing strategy and creative direction, as well as its integrated marketing and communications activities. The appointment comes as Puma continues to advance its global brand ambitions and refine the storytelling around its core products and innovations.
She brings extensive international experience in building and transforming global brands across the sports, fashion and lifestyle sectors. Kokni has previously held senior roles at JD Sports, H&M, adidas and Tommy Hilfiger, and most recently served as senior vice-president of global marketing and communications at Hugo Boss. During her tenure there, she led a large-scale brand transformation and accelerated the company’s digital marketing initiatives.
Maria Valdes described Kokni as a highly accomplished marketing leader with a strong track record in developing modern global brands through strategic focus, creative excellence and cultural relevance. Valdes said the appointment comes at a critical moment for Puma as it seeks to align product development more closely with brand storytelling. She added that Kokni’s leadership would support clearer product narratives globally, strengthen brand desirability and deepen consumer engagement.
Kokni’s appointment follows Puma’s decision to consolidate brand marketing, product, creative direction, innovation and go-to-market functions into a single global organisation under Valdes’s leadership.
Commenting on her new role, Kokni said she was joining Puma at a pivotal point in the company’s evolution, highlighting its strong heritage and opportunity to play a leading role at the intersection of sport, culture and performance. She said she looked forward to working with Valdes and global teams to deliver impactful storytelling and support the brand’s next phase of growth.
