Rico Medrano

About Rico Medrano

Merchandising and product strategy leader with 15+ years of experience shaping footwear and apparel businesses across retail, digital, and wholesale environments. Currently serving as Lead Buyer for Jordan Brand, where I own seasonal footwear assortments for Nike Direct, with a primary focus on digital channels.At Jordan, my work starts and ends with the consumer. I translate insights, data, and real-time market feedback into curated assortments that win today through in-season read and react, while informing future seasons. I blend art and science to bring product to life across owned channels, partnering closely with planning, allocation, consumer merchandising, brand marketing, and operations to deliver the right product, at the right price, in the right place, at the right time.Previously, as Senior Merchant at Grunt Style, I led seasonal launches, optimized category performance, and supported growth across retail and wholesale. Earlier roles at Snipes, Hibbett | City Gear, and JD USA | Finish Line shaped my foundation in footwear buying, line architecture, and managing large-scale, multi-channel assortments.I specialize in consumer-centric assortment building, fact-based decision making, and turning strategy into action. Known for leading through influence, presenting in executive forums, and balancing cultural relevance with commercial rigor. Energized by the intersection of sport, style, and culture, and by building product strategies that meet consumers where they are and where they are headed.

Experience

1. Lead Buyer - Digital - Sport Footwear, Headwear & Acc - Jordan Brand

   Nike

   Nov 2025 — Present · Beaverton, OR, US

   Own seasonal footwear, headwear, and accessories assortments for Jordan Brand within Nike Direct, with primary focus on Digital channels.Curate consumer-right assortments across multiple seasons, blending historical data, real-time market insights, and cultural relevance to drive growth and sell-through.Lead in-season read & react, partnering with Planning and Allocation to optimize inventory flow, chase winners, and manage risk.Collaborate cross-functionally with Consumer Merchandising, Digital & Stores Buying to bring assortments to life.Influence seasonal buy reviews and future-season strategies through data-driven storytelling and presentations.

Education

• Western Governors University

  Bachelor of Business Administration - BBA, Marketing

• Western Governors University

  Master of Science - MS, Management and Leadership

• University of Michigan - Stephen M. Ross School of Business

  MBA Candidate

  2024 — 2026