Nike announced three vice president and general manager appointments across its major geographies on Jan. 20, signaling the company’s commitment to addressing market challenges under CEO Elliott Hill’s “Win Now” strategy.
César Garcia will become VP/GM of Europe, Middle East and Africa effective Feb. 2, replacing Carl Grebert, who is retiring after nearly 30 years with Nike. Cathy Sparks, a 25-year Nike veteran currently leading the Asia Pacific Latin America region, will transition to VP/GM of Greater China. Cristin “Crissy” Campbell will serve as interim VP/GM for APLA and join Nike’s Senior Leadership Team.
The appointments come as Nike faces mounting pressure in Greater China, where the company reported a 17 percent sales decline in its most recent quarterly results. Hill, who returned as CEO in October 2024, has identified China as a top priority for the company’s turnaround efforts.
Strategic shift elevates geography leaders
The leadership changes reflect a broader organizational shift under Hill, who has elevated geography vice presidents and general managers to the Senior Leadership Team—a move designed to accelerate decision-making and strengthen connections with local markets and athletes.
“In recent months, the Senior Leadership Team has benefited from having our Geography VP/GMs at the table helping us move faster and bringing us closer to athletes in both countries and marketplaces around the world,” Hill wrote in a message to employees.
The appointments prioritize internal talent with deep marketplace knowledge. Garcia brings nearly 25 years of Nike experience, having started as an employee in Spain and subsequently leading teams across Asia Pacific & Latin America, Global Running, and Western Europe. Most recently, he focused on integrating merchandising, sport priorities, and analytics.
Sparks began her Nike career as a store employee at the Portland Niketown location 25 years ago before advancing through leadership roles across multiple geographies. Her most recent position leading APLA—described as one of Nike’s most complex regions—positions her to address the challenges in Greater China.
China appointment signals urgency
The decision to move Sparks from APLA to Greater China underscores the urgency Nike places on stabilizing its performance in the market. Angela Dong, who held the Greater China VP/GM role for more than 20 years after joining Nike in 2005, will depart March 31.
Dong’s tenure spanned pivotal moments including the Beijing Olympics, the rise of China’s digital ecosystem, and pandemic-related disruptions. Her departure comes as Nike seeks to “rebuild momentum, earn trust, and reconnect sport and culture to the marketplace” in Greater China, according to Hill’s message.
The Greater China market has become increasingly competitive, with local Chinese brands gaining market share in recent years while Nike has struggled to maintain its dominance in the region.
Campbell, who has spent more than 15 years at Nike with eight years in APLA, will provide continuity in the Asia Pacific Latin America region while Nike identifies permanent leadership for the role. She currently leads the Sport Offense initiative for the geography and has held leadership positions for the Jordan brand and Nike’s women’s business.
