February 19, 2025 | A Conversation with Nike's Ricky Schram

GRLA was honored to welcome Ricky Schramm, Senior Director of Digital Marketing - Asia Pacific Latin America regions for Nike and Georgetown University double alumnus, to share his journey from an undergraduate athletic career, to professional soccer, and finally to marketing and brand strategy. In our conversation, Mr. Schramm reflected on his career path, the pivotal moments that led him to Nike, and the lessons he has learned along the way.

Finding His Path: From Soccer to Business

Schramm’s story began on the Hilltop, where he was a player on the Georgetown Men’s Soccer team. His goal was always clear—pursuing a professional soccer career. After getting drafted by DC United and playing for the New York City RedBulls, his aspirations in soccer didn’t pan out as planned and quickly left Schramm at a crossroads, grappling with his identity and mental health as he navigated life beyond the sport that had defined him for so long.

In the midst of the 2008 financial crisis in New York City, Schramm felt lost. There were forces pulling him towards pursuing a career in finance but quickly realized it wasn’t the right fit. It was during this time that he had an epiphany: marketing was everywhere, and he was fascinated by its power to shape brands, influence culture, and connect with consumers. This realization led him to explore the world of marketing, setting him on a new professional trajectory.

The Leap Into Marketing and Business School

Determined to pivot his career, Schramm decided to pursue an MBA. Knowing he needed a creative and cost-effective way to obtain his degree, he worked closely with Georgetown Athletics to help finance his education. 

Rather than following a conventional path, Schramm took a calculated risk and joined AKQA, a top digital marketing agency, after completing his MBA. Moving across the country, he spent three years at AKQA working with multiple clients on diverse marketing campaigns. He credits this experience with broadening his skill set and preparing him for the next step in his career. Instead of limiting himself to a single brand early on, he chose to play the long game, acquiring a wide range of skills that would later prove invaluable at Nike.

Joining Nike: Brand, Digital Innovation, and Staying True to Identity

Schramm’s fascination with Nike was rooted in its strong brand ethos and connection to athletes. However, when he joined, Nike was in the middle of a major transition—shifting from a wholesale-heavy model to selling its products directly to consumers through Nike.com and the Nike App. This shift required the company to rethink its digital strategy while staying true to its core identity.

At Nike, Schramm worked on expanding the company’s direct-to-consumer efforts while maintaining relationships with wholesalers. Over time, Nike evolved into a 50-50 split between direct-to-consumer sales and wholesale distribution. This transformation required a delicate balance of serving athletes at every level, while ensuring that the brand remained distinct and credible.

One of the key lessons Schramm emphasized was the importance of listening to consumers while staying true to a brand’s identity. As Nike expanded, its brand image had become somewhat diluted. To realign with its origins, Nike refocused on its foundation of athletes and sport. A prime example of this was Nike’s Olympic campaigns and a Super Bowl ad spotlighting female athletes, reinforcing the company’s core message and values.

Career Advice: Take Risks and Trust the Process

Schramm shared genuine career advice and emphasized the importance of playing the long game, developing a broad skill set, being open to unconventional career moves, and having faith in one’s ability to grow.

For students and young professionals, his advice was clear: step out of your comfort zone, explore different career possibilities, and trust the process. Passion, persistence, and conviction are key drivers of success. By staying true to what you love and working hard up front, the rest will follow.

Ricky Schramm’s journey serves as a valuable lesson for anyone looking to forge their own path in business, marketing, or beyond.