LATINA FORCE AT NIKE
MEET THREE OF THE MOST INFLUENTIAL WOMEN BEHIND THE BRAND: VANESSA, BLANCA AND ANDREA.
How did you arrive at this position at Nike?
VGB: Growing up, I wanted to be a human rights lawyer and an astronaut. Let’s just say, I’ve always dreamt of reaching for the stars! Working at Nike has given me the opportunity to turn those dreams into a reality through a role I didn’t even know existed when I was growing up. Simply put, my personal values align with Nike’s values. Sport is a transfor- mative agent of positive change in the world, and from my very first role to my current role as the head of NA Communications, it’s a privilege to help bring the best of sport to people and more people into sport.
What was given to you in terms of advice or mentorship that pushed you to where you are today?
VGB: I have a sign in my office that says, “It can be done.” It was given to me by a mentor who encouraged me to always stay in a mind- set of possibilities. It’s a reminder to take the time to understand your motivations, your values and your priorities – and how much you care about achieving them. If you are willing to play the long game and care more than anyone else about your goals, then it can be done. She who cares more – and is willing to do the work – wins.
What do you consider to be your career highlights?
VGB: Throughout my career journey, I’ve often been the first Latina and it’s been important for me to do it in a way that creates space for others to join me. I’ll embrace being the first, but I don’t want to ever be the last. It’s one of the reasons that I train for my job like an endurance athlete – I’m committed to going the distance. I’m confident that my holistic approach to mental, physical and spiritual well-being have helped me push forward in my personal and professional life. My proudest legacy today and always is my team and the teammates I’ve been fortunate to work with. I always say there is a lifetime membership for anyone on my teams and I love that we’re growing the community of caring, talented and driven people – I know I’m better for knowing them and I’m confident that they’re shaping a better future.
What role do you see Latinos playing for Nike's future? How important is this segment for your industry?
VGB: If you want to be a leader in any indus- try, then Latinos are a critical part of your fu- ture. Our talented community is present everywhere – innovation, tech, design, culture, sport, media, and beyond. For Nike specifically, there is no better match; Nike and the Latino community – we’re soul mates: we’re obsessed with sport, we’re committed to our communities and our families, we’re resilient and evolving, and multidimensional as well as diverse. We want to be at the forefront of the future, leading and shaping it.
How does an inclusive culture fuel a career like yours?
VGB: Representation and voice matters. It’s important to have a seat at the proverbial table and to have the opportunity to share your thoughts, where your experience, talent and skills are valued and respected. We don’t just need to be seen; we also need to be heard. A culture of inclusion creates that space, supports your growth and empowers you.
What are your most important work and profes- sional values and what is the philosophy you lead your teams with?
VGB: I have a people-first, lead with love approach to leadership. I have found this to be transformational and fulfilling both personally and professionally. There are no regrets when we prioritize people.
I also firmly believe we need to bring in and create space for varying experiences and diverse talent – in all of their dimensions. It makes us stronger collectively and individually.
What is the main lesson you have learned so far?
VGB: Being a Latina woman is a super power.
How did you arrive at this position at Nike?
BG: From a young age, I was naturally drawn to the world of fashion and apparel. Arriving at Nike more than 20 years ago not only presented the opportunity to tap into my interests, but also be part of a purpose-driven company that consistently exhibits a commitment to community and equitable access to sport.
What was given to you in terms of advice or mentorship that pushed you to where you are today?
BG: My biggest mentor has been my sister. As the first two people in our family to go to college, we made a pact very early on to not let circumstances or other people’s expectations define or limit our opportunities. Also, over the course of my career, I’ve met and been inspired by some many incredible wom- en who have charted a path for themselves while creating space for others to grow.
What do you consider to be your career highlights?
BG: As a Latina and someone who has seen first-hand the impact that equitable access to sport can have on youth, I would say leading Nike Los Angeles as the city won its bid for the 2028 Olympics was a true highlight. As a mother of 3 young children, I recognize the power of investing in the next generation of athletes. Being part of a brand that empowers, inspires and fosters opportunities for youth to reach their full potential, I cannot think of anything more rewarding. Another highlight that stands out is my time with Nike de Mexico. Not only was it personally and professionally fulfilling, but it allowed me to mentor young female talent.
What role do you see Latinos playing for Nike's future? How important is this segment for your industry?
BG: The Latino cohort is a crucial part of Nike’s business and the future of the US economy and at Nike, we exist to serve athletes. In order to do so, you need to truly understand them. So. for Merchandising and really, any part of our industry, I think having diverse perspectives at the table that are representative of the consumers we serve- is critical.
How does an inclusive culture fuel a career like yours?
BG: I think the key is having both an inclusive and equitable culture. Also, over the years, I’ve learned the incredible value of diversity, and that by being vulnerable and creating space for others to do the same, all voices can be heard.
What are your most important work and profes- sional values and what is the philosophy you lead your teams with?
BG: I think a leadership approach that is grounded in courage and empathy is imperative to both your success and the success of the teams you manage.
What is the main lesson you have learned so far?
BG: Above all else, I’ve learned the value of being authentic and seeking places and teams that embrace me for who I am, by allowing me to bring my most authentic self to work. I am so proud of my heritage, and I feel a sense of responsibility to help create avenues for a bright future for young Latinas at Nike and across the industry.
How did you arrive at this position at Nike?
AP: Working at Nike was always a goal of mine. Over the last 20 years, I have had a very diverse career. I got my start at Nike working as an admin in Mexico. Nike is a big company, with three different brands, a variety of different functional areas, and offices all over the world. I’m proof that you can have a robust and diverse career here.
What was given to you in terms of advice or mentorship that pushed you to where you are today?
AP: Receiving feedback on performance is crucial throughout your career. Someone I admired and respected told me the way I was building my team wasn’t the best. Through them, I learned that sharing a vision and being a motivator goes much further and empowers teams to get things done. It was painful to hear, but it provided me with a baseline to be a better leader.
What do you consider to be your career highlights?
AP: I had the chance to lead the team during World Cup ’15 when I was Head of Soccer for North America. The amount of enthusiasm, exposure, and partnerships around World Cup was very meaningful for us because it created a bridge between women and soccer culture that we hadn’t experienced before. Starting Jordan Women’s division has been a career highlight. I am especially proud of our Women’s Collective – connecting Jordan Brand to a group of leaders, from diverse backgrounds, different areas of influ- ence, who are ready to change the world. The Women’s Collective creates an opportunity for women to learn from women.
What role do you see Latinos playing for Nike's future? How important is this segment for your industry?
AP: We love sport, but we also influence culture, music, fashion and art. We are key to shaping the future we want to create in this country. It is important for us to be very proud of who we are, what we represent, and the perspective we bring to the table. We must also remember that Latinos are still the majority minority. We need to remember to bring people along with us. For some of us, it was a difficult ride to get to where we are, so let’s make sure to pave the road and invite others in.
How does an inclusive culture fuel a career like yours?
AP: We’ve come a long way from being a brand for runners, run by a group of runners. We continue to expand and further foster a culture of inclusion. It’s important to have different types of people with different perspectives. Our differences are what help us to better solve problems, come together, and make things better for our world and future.
What are your most important work and professional values and what is the philosophy you lead your teams with?
AP: It is crucial for us to be putting the consumer at the center of all that we do. We must ask ourselves if we are doing and acting in the best interest of the consumer at every step. It’s also about finding the purpose in what we do. It goes beyond just selling shoes. For me, it is a culture of inclusivity and elevating Women’s sport.
What is the main lesson you have learned so far?
AP: Sport teaches you key skills in leadership. It shows you how to be resilient and helps you work toward short-term and long-term goals. It teaches you how to receive feedback. You learn how good it feels to win while teaching you that you can’t win them all.