Puma SE has appointed Steve Cecchini, formerly at Nike, as its new senior vice president, sports marketing, effective October 1, 2026. He will report directly to Puma CEO Arthur Hoeld.
In his new role, Cecchini will further develop Puma’s sports marketing organization, managing partnerships that align with the company’s brand identity, according to a company media statement.
“The partnerships with our athletes, teams and federations are crucial to who we are as a brand,” said 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.”
Cecchini 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.” He joined Nike in November 2021 and served the brand in other roles in Europe, including GM Football, EMEA; and senior director, head of strategy, EMEA.
Prior to Nike, Cecchini worked for PVH Corp for nearly five years, with his last role being head of P3M, strategy, transformation & business development.
“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 Cecchini. “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.”
Image courtesy Puma SE
