HUGO BOSS is a brand synonymous with style and sophistication, globally recognised for its exceptional craftsmanship and innovative designs. In January 2025, the fashion house announced the appointment of James Foster as Senior Vice President of Global Marketing.
James Foster’s career has been marked by influential roles at globally renowned companies, where he demonstrated expertise in marketing, brand management, and customer engagement. Known for his strategic vision and leadership, he has consistently delivered impactful results.
During his 14-year tenure at Adidas, Foster held various senior roles, including Vice President for Reebok Europe. He played a key role in shaping brand strategy and leading marketing initiatives that reinforced Adidas’s position in the competitive global sportswear market.
Following his time at Adidas, Foster served as Head of Global Marketing and Chief Marketing Officer at IKEA Retail. In this capacity, he helped strengthen IKEA’s brand identity and expand its global reach, focusing on marketing strategies that prioritised sustainability and a customer-centric approach, aligned with the company’s core values.
In December 2022, Foster joined Netflix as Vice President of EMEA Marketing. Based in Amsterdam, he led marketing efforts across Europe, the Middle East, and Africa, developing strategies that accelerated subscriber growth and bolstered Netflix’s competitive edge in the increasingly crowded streaming market.
After a successful two-year tenure at Netflix, Foster joins HUGO BOSS to apply his expertise in customer engagement, brand growth, and digital innovation to enhance the brand’s global marketing strategy. As Senior Vice President of Global Marketing, he succeeds Nadia Kokni, who joined in January 2023 and departed in December 2024 to pursue new opportunities.
Commenting on the appointment, Daniel Grieder, CEO of HUGO BOSS, stated: “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 a 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.”
James Foster’s appointment marks an exciting new chapter for HUGO BOSS. With his proven expertise, he will play a crucial role in advancing the brand’s marketing strategies, strengthening customer connections, and supporting its continued growth as a leader in luxury fashion.
In November, Hugo Boss reported a 1% increase in third-quarter revenue, reaching €1.03bn (£852m), despite a “challenging market environment.” The brand’s customer loyalty programme, Hugo Boss XP, launched in the UK in June, saw a 25% year-on-year growth, surpassing 10 million members.
However, the company has been scaling back its marketing expenditure. Third-quarter marketing investment decreased by 3% to €76m (£63m), reflecting the brand’s focus on maximising marketing efficiency by prioritising high-return initiatives.
Despite market volatility, Hugo Boss stated that it has successfully “enhanced the relevance” of its brands and strengthened customer engagement, highlighted by the success of its Boss spring/summer 2025 show at Milan Fashion Week, which achieved its highest-ever social media reach.
Founded in 1924 by Hugo Ferdinand Boss in Metzingen, Baden-Württemberg, the brand began by producing general-purpose clothing before transforming into a global fashion leader. Today, it offers a wide range of products, including apparel, accessories, footwear, and leather goods, under its distinct labels, BOSS and HUGO, each catering to different tastes and lifestyles. In 2024, the company marked its 100th anniversary, celebrating a significant milestone in its rich history.
HUGO BOSS is committed to sustainability, with goals to achieve net zero emissions by 2050 and reduce value chain emissions by 50% by 2030. The brand uses renewable energy, improves resource efficiency, and adopts sustainable materials like recycled content and cellulose fibres. It promotes circular fashion through initiatives like “HUGO BOSS Pre-Loved” and invests in supply chain transparency to reduce waste and ensure ethical practices. These efforts reflect the brand’s dedication to a more sustainable and socially responsible fashion industry.
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