An industry leader, Nieto joins Legends after 20 years in the sports industry. From 2006 to 2016, Nieto launched Under Armour’s retail programs in Spain and Portugal – including implementing a comprehensive omnichannel program, introducing the brand locally and opening 46 stores and shop-in-shops in 10 years. In recent years, Nieto led a consulting agency that worked with brands like Patagonia and Nike and was responsible for the sales, marketing and distribution for these brands in the Iberian market. Nieto’s previous work also included working with Olympic federations on customized merchandising collections.
Working closely with Legend´s corporate office in London, and the Legends Global Merchandise division, Nieto will lead Legends’ operations from Spain,
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