Germany’s Puma names Steve Cecchini as new sports marketing leader

Sports company PUMA has appointed industry expert Steve Cecchini as its new Senior Vice President Sports Marketing, effective 1 October 2026. He will report directly to PUMA CEO Arthur Hoeld.

In his new role, Steve will further develop PUMA’s Sports Marketing organization, proactively forging and managing partnerships that align with the company’s brand identity. Through its work with athletes, teams and federations, PUMA generates memorable stories that resonate with customers around the world and amplify its position as a leading global sports brand.

PUMA has appointed Steve Cecchini as Senior Vice President Sports Marketing effective 1 October 2026, reporting directly to CEO Arthur Hoeld.
The former Nike executive will develop PUMA’s global sports marketing organization and manage partnerships with athletes, teams and federations, supporting the company’s ambition to boost product visibility and become a top-three global sports brand.

“The partnerships with our athletes, teams and federations are crucial to who we are as a brand,” said PUMA CEO Arthur Hoeld. “I strongly believe that Steve is the right person to proactively and strategically lead our team and manage PUMA’s Sports Marketing portfolio. He will drive our ambition to create high visibility for PUMA and its performance products and clearly position us as a top three global sports brand.”

Steve joins PUMA from Nike, where he most recently held the position of General Manager Global Football Clubs, Federations, Leagues and Partnerships. In this role, he managed complex, long-term partnerships while developing and implementing a product, marketing and marketplace strategy for the business. Previously, he held several positions in strategy and business development at both Nike and PVH Corp.

“PUMA has an amazing legacy in supporting the world’s best athletes, so for me, taking on this new role and writing the next chapter is a fantastic opportunity,” said Steve. “We want to make the right strategic investments that perfectly match the brand and serve our athletes, clubs and federations around the world as the best partner in the industry.”

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Fibre2Fashion News Desk