Puma names new senior global brand marketer following reorganization

Core Insights - Puma has appointed Nadia Kokni as the new vice president of global brand marketing, succeeding Richard Teyssier, effective January 1 [1][2] - Kokni's role encompasses brand strategy, creative direction, integrated marketing, and communications, reporting to Chief Brand Officer Maria Valdes [1][2] - The appointment comes during a critical phase for Puma as it aims to enhance product creation and storytelling [4] Company Strategy - In October, Puma consolidated various functions, including brand marketing and product innovation, into a single global organization [2] - The marketing restructuring is part of a broader "reset phase" aimed at positioning Puma among the top three global sports brands [6] - Sales for Q3 declined by 10.4% year-over-year, attributed to the ongoing strategic overhaul [6] Leadership Background - Kokni previously served as senior vice president of global marketing and communications at Hugo Boss, focusing on brand transformation and digital initiatives [3] - Her experience includes roles at competitors such as Adidas, JD Sports, Tommy Hilfiger, and H&M [3] Marketing Initiatives - Puma launched its largest global campaign to date, featuring humorous ads aimed at diverse audiences, developed by its lead creative agency Adam&eveDDB [4] - The campaign is part of a strategic effort to create stronger brand narratives and deepen consumer connections [4][5] Future Outlook - CEO Arthur Hoeld indicated that Puma's turnaround may take time, with 2027 set as a target for returning to healthy growth [6]