NIKE reshapes regional leadership as César Garcia, Cathy Sparks, and Cristin “Crissy” Campbell step into pivotal geography roles designed to accelerate the brand’s Win Now agenda and sharpen its Sport Offense strategy. These changes span EMEA, Greater China, and APLA, signaling how NIKE is lining up on the ground leadership to reignite growth in its most important markets.
New leadership for EMEA
In Europe, the Middle East, and Africa, industry veteran Carl Grebert is retiring after nearly 30 years with NIKE, where he held global, country, and geography roles and helped steer the brand through defining cultural and sports moments. His tenure stretches back to 1997, when NIKE was still building its position as a global force in sport and culture.
With his retirement, César Garcia will become VP/GM of EMEA, effective February 2. César Garcia started at NIKE nearly 25 years ago in Spain, and has since built a reputation for connecting product, sport, and marketplace into one integrated system that can function through both growth cycles and resets.
Greater China enters a new chapter
In Greater China, long time leader Angela Dong will transition from her role and the company, effective March 31. Over more than 20 years with NIKE, Angela Dong helped shape sport culture across the region, from the Beijing Olympics to signature experiences like the Shanghai Marathon, CHBL, HBL, ACG Chongli 168, and Next Stop Dongdan.
To guide the next phase, Cathy Sparks will become VP/GM, Greater China, stepping into the role at what NIKE calls a critical moment for rebuilding momentum, trust, and deeper connections between sport, culture, and the marketplace. A 25 year NIKE veteran, Cathy Sparks most recently led APLA as VP/GM, driving marketplace transformation and consumer led growth across one of the company’s most complex regions.
APLA gains an experienced interim leader
With Cathy Sparks moving to Greater China, Cristin “Crissy” Campbell will serve as Interim VP/GM of APLA and join NIKE’s Senior Leadership Team. Crissy Campbell has spent more than 15 years at NIKE, including eight years in APLA across leadership roles over Jordan and Women’s, giving her a deep view into athlete and consumer needs across diverse markets.
The appointment is designed to provide continuity, stability and momentum in Asia Pacific Latin America while NIKE identifies long term leadership for the region. The company’s focus is to keep advancing its Sport Offense and Win Now actions without losing speed during this transition phase.
Why these moves matter for Nike’s strategy
These geography shifts come as NIKE leans harder into its maxim to “Be on the Offense Always,” using localized leadership to move faster and stay closer to athletes and consumers in each market. By elevating leaders with deep regional experience and long company tenures, NIKE is betting that sharper, in market decisions will help unlock new growth and strengthen its positioning at the intersection of sport and culture.
For the wider industry, the appointments highlight how global brands are relying on seasoned regional operators to navigate complexity from digital ecosystems in China to evolving consumer expectations across Europe, Asia, and Latin America while keeping global strategy and local execution tightly connected.
