Davide Grasso: Developing of Innovative Nike Campaigns Such as “Write the Future”

With more than two decades of corporate leadership experience, Davide Grasso works from Nike, Inc.’s Portland, Oregon, headquarters as Vice President Global Brand Marketing. He has engaged with the footwear and apparel firm in a number of key marketing capacities, and has guided the firm’s style and branding direction for more than a decade.

Prior to taking his current position in 2010, Mr. Grasso served as the company’s Vice President of Global Football Marketing and spearheaded development of the innovative, “Write the Future” marketing campaign. Nearly three minutes in length, the film captures the kinetic energy of professional soccer and features the achievements and failures of stars such as Wayne Rooney, Cristiano Ronaldo, Ronaldinho, Fabio Cannavaro, Thiago Silva, and Landon Donovan. It also shows the real time effect that these exploits have on fans around the world. In addition to top-flight soccer stars, the extended commercial featured cameos by NBA legend Kobe Bryant, tennis great Roger Federer, and Homer Simpson. In its debut week, the film set a record for the highest number of viral video advertisement views ever, and it ultimately earned the Cannes Grand Prix award.

Earning his Bachelor’s degree in Business & Economics at the University of Turin, Davide Grasso began his career as Account Executive with the consumer goods investment enterprise Armando Testa, SpA, He subsequently received his MBA from Bocconi University in Milan and joined Nike Europe as Product Line Manager. As Director of Marketing with Nike Italy for three years, Mr. Grasso achieved business growth of 200 percent and led the brand’s emergence as a national market leader. In particular, Nike’s footwear market share in Italy doubled from 18 percent to 36 percent. Davide Grasso has since fulfilled diverse corporate roles with Nike, including Apparel Marketing Director Europe, and Asia Pacific Region Vice President of Brand & Category Management.