James Foster has been appointed as Senior Vice President Global Marketing & Communications at Hugo Boss, effective as of today, 2 January 2025.
Foster was most recently responsible for marketing in Europe, the Middle East and Africa (EMEA) for Netflix, where he led a team based in Amsterdam from February 2023 to the end of December 2024.
Prior to that, Foster was Head of Global Marketing and Chief Marketing Officer for IKEA Retail for one year, joining after a near 14-year stint in various global roles across marketing and general management at Adidas, where he wound up as VP Reebok Europe for eight months until February 2022.
In his new role, Foster takes over from Nadia Kokni, who joined Hugo Boss in January 2023 but left the company in December 2024 “to pursue new business opportunities”.
Daniel Grieder, CEO of Hugo Boss, said: “We would like to thank Nadia for her great contribution to further growing the brand value of BOSS and HUGO and wish her all the best for her personal and professional future.
“At the same time, we are very happy that we have found an excellent successor in James, who brings extensive experience as marketing leader at various global companies.
“With his expertise, he will further develop our customer-centric approach and continue to create unique customer experiences in marketing, supporting our mission to turn customers into fans. We are convinced that James will build on the strong foundation we have established over the past few years to further drive the success of our brands.”
It comes after Michael Murray, CEO of Frasers Group, was nominated for a seat on Hugo Boss’ supervisory board last month. Frasers Group, which first purchased a 5.1% stake in Hugo Boss in May 2020, currently holds 7.99% of the brand’s total share capital through 5.6 million common stock shares. It also controls an additional 13.81% through put options.
