Nike has appointed César Garcia as its new VP and GM of EMEA, succeeding Nike veteran Carl Grebert.

With nearly 25 years of experience at Nike, Garcia began his career with the company as an in-market product expert and storyteller in Madrid and northwestern Spain. He has held the positions of VP and GM for the running division in Western Europe and Japan, as well as for the men’s sector of the brand.

Most recently, Garcia has been instrumental in integrating merchandising, sport priorities, and analytics into the company’s strategic plan for scaling innovation. 

“César is a builder. He sets a clear bar, develops strong teams and moves with intent. That combination makes him the right leader for EMEA at this moment,” said Elliot Hill, president and CEO of Nike.

The appointment is one of several key leadership changes within the organisation globally.

Cathy Sparks, who has 25 years of experience at Nike, has taken over as VP and GM for Great China from Angela Dong.

And at APLA, Cristin “Crissy” Campbell has taken over as VP and GM of the region, following Sparks’ transition to China.