Diego Garcia

Born and raised in São Paulo, Brazil, and now based in Los Angeles, California—two of the most iconic and influential sports cities on the planet —Diego Garcia brings over 20 years of experience at the intersection of sport, culture, and global storytelling. A proud graduate of Harvard’s Business of Entertainment, Media and Sports (BEMS) program, Diego has built a global career rooted in passion, purpose, and the power of athletes to drive change. His journey has taken him to the frontlines of the world’s biggest sporting stages—FIFA World Cups, Olympic Games, and NBA All-Star Weekends and NBA Finals (including Championship Parades) —where he’s helped shape defining athlete narratives and unforgettable cultural moments. Key highlights include hosting Kobe Bryant’s Mamba Tour in Brazil in 2013, welcoming Kobe back for the 2014 FIFA World Cup, and supporting the USA “Dream Team” during the 2016 Rio Olympics, working directly with LeBron James, Kevin Durant, and Carmelo Anthony. In 2019, he built the plan and led Team Brazil to a historic debut at the Quai 54 World Streetball Championship in Paris, where a squad featuring Leandro Barbosa, Scott Machado, and JP Batista made history with a runner-up finish —Brazil’s first-ever podium at the world’s most prestigious streetball event. Diego has worked alongside global icons like Ronaldinho (R10), Leandro Barbosa, Vinicius Jr., and Anthony Davis, while also investing deeply in Brazil’s basketball future. He’s helped lead partnerships with the Brazilian Basketball Confederation (CBB) and the National Basketball League (NBB) —supporting the development of rising stars such as Raul Neto and Yago Santos, and championing youth programs across the country. In his current home of Los Angeles, Diego manages some of Nike’s most strategic sports marketing relationships, including the LA Lakers and the Golden State Warriors. He played a key role in the creation of Devin Booker’s signature shoe and now lead the Ja Morant signature business on the Sports Marketing front, driving its cultural relevance and global impact. At the Sunset Sports Festival, Diego joins not as a Nike representative, but as a global creative leader and cultural connector—committed to the power of sport to inspire, unite, and transform lives across borders.