Puma hires former Nike exec to lead global sports marketing

Puma has appointed former Nike executive Steve Cecchini as its new Senior Vice President of Sports Marketing, effective 1 October, reporting directly to CEO Arthur Hoeld.

Cecchini will lead Puma’s sports marketing organisation and oversee partnerships with athletes, teams and federations as the sportswear brand works to strengthen its position in global sport.

He joins from Nike, where he most recently served as General Manager of Global Football – Clubs, Federations, Leagues and Partnerships. He previously held the roles of General Manager Football EMEA and Senior Director, Head of Strategy EMEA. Before Nike, Cecchini spent almost five years at PVH Corp in strategy, transformation and business development roles.

Hoeld said: “Partnerships with athletes, teams and federations are crucial to our brand. Steve is the right person to strategically lead our team and manage our Sports Marketing portfolio. Together, we want to drive our ambition to become a top three global sports brand.”

Cecchini said in a LinkedIn post: “I'm honoured to join Puma at such an exciting time for the brand! There's something special about a brand with such a rich sporting legacy, and I'm looking forward to working alongside our athletes, partners, and talented teams around the world to build what's next.”

“I believe there is a tremendous opportunity to further strengthen the Puma brand's sports marketing ecosystem through strategic investments and partnerships that serve athletes, clubs, and federations while continuing to elevate the Puma brand.”

The appointment forms part of a wider leadership shake-up at Puma, which has recruited a number of senior executives from rival sportswear brands in recent months. These include former Adidas executives Laurent Fricker, who leads its Sportstyle business, and James Carnes, who is heading its creative direction, as well as former Nike and ASICS executive Bertrand Blanc as Vice President of Global Wholesale.

Former Hugo Boss CEO Mark Langer also joined as CFO in May, while former Snipes CEO Dennis Schröder took over as Managing Director Europe in August.

The leadership changes come as Puma attempts to return to growth following a difficult 2025. The company reported a record €645m net loss last year, alongside a 13% decline in annual sales.

In its second-quarter results, Puma reported a 9.4% currency-adjusted decline in sales to €1.69 billion, although its EBIT loss narrowed from €109.1 million to €53.1 million. It has described 2026 as a transition year, with a return to growth targeted for 2027.