For Cathy Sparks, sport isn’t just about performance; it’s a path to empowerment. As one of Nike’s most seasoned leaders, Vice President and General Manager, Asia Pacific and Latin America, Sparks has spent more than two decades helping shape the brand’s vision, guiding it through a generational shift in how we engage with fitness, fashion, and community.
Here, T Australia spoke to Sparks off the back of the inaugural Nike After Dark Tour event in Sydney and ahead of Nike After Dark Tour LA tomorrow (7th), to learn what keeps her inspired, why women in sport still matters more than ever, and how Nike continues to evolve alongside the athletes it serves.
Image courtesy of Nike.
After being with Nike for over 25 years, what keeps you inspired and invested in the brand?
I really do genuinely choose this company every single day. There are tough days, of course, more important when you look back it is a journey of inspiration and of challenging work that is incredibly rewarding…I think I am most fortunate with working with the most creative, talented, driven group of people in the world…And when you focus on the ever-evolving journey of the athlete, how we [Nike] can serve them better through sport, that is always energising work… Its incredibly inspirational to be a part of helping athletes do more than what they ever thought they could. So when you make that your life’s work, it’s not a job, it’ a privilege.
There is a growing focus on lifestyle, wellness, and community. How do you create that emotional pull for consumers to want to get active?
It starts with product. We [Nike] have always believed that when you wear the right product, you feel better, and when you feel better, you perform better. But beyond that, the magic lies in the experience. Whether it’s being in a space that feels empowering, or being surrounded by community, or being served by people who live and breathe sport themselves, all of that matters…Our mission statement is to bring inspiration and innovation to every athlete, and we put an asterisk next to “athlete,” because if you have a body, you’re an athlete.
You mention community and female empowerment — ideas that feel much more prevalent in the industry today. Was there a moment when that shift happened for Nike?
I still have an ad from 1996 in my office, it’s about Mia Hamm and the story of how her mother wanted her to be a dancer, and how she did become one, just on a different stage and it’s a really beautiful narrative about how women in sport matter’s…I would say Nike has always being doing that.
Image courtesy of Nike.
Have there been any moments in your career that felt particularly defining?
Yes, one of the biggest was early on, when I was asked to take an assignment in South Korea. I was in my early twenties, and completely unprepared for that kind of move. But I trusted the people around me, leaned into the discomfort, and it ended up being a turning point in my career. I had to adapt to a new culture, build new relationships, and see sport through a different lens. It pushed me out of my comfort zone in the best way and shaped how I approach global leadership to this day.
Do you encourage your team to take those kinds of risks?
All the time. My biggest piece of advice is to get comfortable with taking risks. When you’re surrounded by people you trust, it’s okay to step into the unknown. That’s where the growth happens.
In an era of constant noise, how do you personally define progress?
At Nike, progress is defined by how our athletes are doing. We look to them to guide us, their insights help us improve our product, create better experiences, and push the boundaries of what’s possible. And when they succeed, we succeed. It’s a very symbiotic relationship.
Looking ahead — five years from now — what does success look like for you and for Nike?
I’m thrilled about where we’re going. We have a CEO who’s been with Nike for 30 years and truly understands our DNA. We’re going to keep leaning into sport, that’s our heartbeat, while continuing to innovate in ways that support both athletic performance and lifestyle. Success, for me, looks like a global community of athletes who feel seen, supported, and excited to be on this journey with us. Because when they thrive, we do too.
This interview has been edited and condensed for clarity.
