Nike Revamps Leadership in Europe and Asia to Strengthen Local Ties

The changes continue at Nike. The U.S. sports equipment company is renewing its management teams in Europe and Asia, in a bid to recover the local connection with the geographies under the leadership of Elliott Hill, CEO of the group since the end of 2024.

According to the company, César García will become vice president and general manager for Europe, the Middle East and Asia (Emea). The appointment, which will take effect on February 2nd, will mark the departure from the company of Carld Grebert, who is retiring after thirty years with the company.

García has more than two decades of experience in the U.S. group. The executive, of Spanish origin, began his career in the store, to move up the organizational chart from the Spanish subsidiary (based in Barcelona) to the European one (based in Holland) and to the international structure, moving to Oregon.

In China, the reins of Nike will be taken over by Cathy Sparks, a 25-year Nike career. Her appointment, effective March 31st, will mark the departure of Angela Dong from the company.

Nike has designed a city-centric strategy to recapture the local link to the markets

Nike, which is in the midst of a relaunch plan, unveiled its Win Now strategy early last year, with five sports, three countries and five cities as priorities: running, basketball, soccer, soccer, training and sportswear as priority sports, starting in the U.S., China and the U.K. and focusing on New York, Los Angeles, London, Beijing and Shanghai.

Last October, the Oregon-based multinational company announced its fiscal year’s first-quarter results. In the period ended August 31st, the swoosh company achieved sales of $11.72 billion, an increase of 1% compared to 11. Nike ended 2024 with a 10% drop in sales, down 12% in the fourth quarter.