How a European CrossFit Superstar Became a Nike Ambassador: Meet Kristina Kika Vasic
Nike Serbia recognized my potential through my performance in competitions, leading to a spontaneous partnership.
Highlights
Inspiring Journey: Kristina's dedication and strength led her to become a Nike ambassador.
Authentic Partnership: The Nike collaboration is genuine, rooted in Kristina’s lifestyle and values.
Balance in Life: Kristina highlights balancing sports with personal well-being.
It’s a man’s world… or at least it was until women like Kika stepped up and demonstrated the true meaning of dedication. Prejudice is deeply rooted in every layer of society, and sports are no exception. CrossFit is, by default, considered a predominantly masculine, male-oriented discipline, which could discourage women right off the bat. Luckily, Kika isn’t easily intimidated; the myths and generalizations surrounding this sport only strengthened her desire.
A three-time fittest Serbian female CrossFit athlete, Berlin 2023 semifinalist, and a former volleyball player, Kristina lives and breathes CrossFit. Today, her name is synonymous with dedication, motivation, and unwavering discipline—not only among female athletes. Her drive and strength continue to inspire the CrossFit universe and everyone around her. Meet Kristina Kika Vasic, a CrossFit super force and a proud Nike ambassador.
Q: Many athletes covet the Nike ambassadorship, yet only a few succeed in landing it. Can you share more about the partnership and how it came about?
A: From my understanding, a partnership with Nike comes as a result of an athlete’s accomplishments, as well as individuality and ability to connect with the brand’s values. I believe Nike chooses ambassadors who not only make exceptional results in their disciplines but inspire others through their lifestyle, work ethic, and personal stories. I cannot remember the exact moment our collaboration began, as it was spontaneous. The people from Nike Serbia recognized my potential through my performance in competitions.
I’ve been wearing Nike all my life, 24/7, both in and out of the gym, and I think this inspired the company to reach out with a sponsorship offer. At first, the sponsorship entailed promoting Nike equipment, which later escalated into being featured in their campaigns and promo content for my discipline, which is very authentic. Athletes who become brand ambassadors often have the chance to reach more people and connect with the global market, which is a tremendous honor and an opportunity for my future career.
Q: As a Nike athlete, what does your agenda look like, and what does the partnership entail? What are the specific Nike values that they recognized in you?
A: A collaboration with a renowned brand such as Nike entails responsibility and dedication, and my role is to wear and promote Nike products, whether for workouts, competitions, or social media. The promotion must be authentic, not forced, and naturally aligned with my lifestyle. Maintaining a positive image and being a role model is essential, as well as respecting Nike’s standards and ethical values.
Nike is innovation-oriented, both in their product development and involvement in sports. Therefore, they’re looking for people who constantly work on their skills, and I believe I demonstrate a solid work ethic and dedication to goals—per Nike’s slogan, “Just Do It.” :)
Nike appreciates authentic athletes who are true to their values and aim to inspire others. I believe that I meet their requirements by working hard every day, maintaining a professional relationship, and collaborating with the brand to promote healthy and inspirational values.
Q: What does being a Nike athlete mean for you? What moment in your partnership made you particularly proud?
A: Being a Nike ambassador represents a great honor and recognition. It isn’t just a partnership with one of the most famous sports brands in the world but an opportunity to be a part of something greater than the sport itself. It is an acknowledgment of my efforts, work ethic, dedication, and personal values. Nike provides a powerful platform, allowing me to inspire others, especially young athletes, to follow their dreams and never give up despite the obstacles.
A moment I cherish the most so far is participating in Nike’s “They Can Do It All” campaign, emphasizing the importance of women's mental strength and resilience in sports. This campaign didn’t just highlight the physical aspect but also the way women deal with challenges, defeat, and pressure they often experience. Being a part of that story and knowing that sharing my experience can help young girls overcome the prejudice women face in sports is incredibly important to me.
That moment confirmed that this partnership had a deeper meaning than the sole promotion of products—the emphasis is on inspiring the community and raising awareness of crucial topics.
Q: What was the biggest obstacle in your partnership with Nike, and your career in general? Was there an injury or a significant challenge that represented a setback? How did you overcome it?
A: The biggest obstacle in my partnership with Nike, and my career in general, was balancing high expectations and pressure with the need to remain mentally and physically stable. In sports, especially at a professional level, pressure is constant, and it stems from competitions, sponsors, and expectations we set for ourselves. Even though being an ambassador of a major brand such as Nike is an incredible experience, it comes with a sense of responsibility to always be on top of your game, which can be challenging sometimes.
I experienced a few minor injuries in my career, but they didn’t represent a long-term obstacle. However, the biggest challenge for me was developing mental resilience and facing self-doubt that injuries and defeat trigger. Injuries can create a feeling of frustration and insecurity, but I managed to snap out of it thanks to my trainer and support system.
The ability to come out on the other side stronger than before comes through patience, consistency, and physical and mental self-reflection. Nike’s campaigns and support for athletes' mental health helped me understand the importance of managing pressure and focusing on long-term goals. Realizing that I must rely on mental toughness, in addition to physical strength, was crucial for my progress.
Q: Is balancing private and professional aspects of your life challenging? Being a professional athlete, how do you differentiate between the two?
A: Establishing harmony between personal and professional aspects as a professional athlete is challenging to say the least, especially when you’ve reached such a high level. Constant workouts, competitions, and travel leave little room for personal life, and sometimes it seems everything revolves around sports. However, I’ve learned how important it is to create a balance to achieve long-term success and personal fulfillment.
For me, staying organized and setting priorities straight is critical. I’ve learned to set boundaries between work and time for myself, friends, and family. When I train or compete, I try to be focused entirely on that. In my free time, I try to relax, focus on my hobbies, and spend quality time with people I care about.
Another important factor is mental rest. As an athlete, it’s easy to fall into the trap of overthinking future goals, progress, and results. I’ve learned that allowing yourself time to regenerate mentally is just as important as physical recovery. Meditation, reading, and digital detox help me distance myself from constant pressure.
Family, friends, and the team around me help me stay grounded and remind me that sport, as important as it is, doesn’t define my life. Thanks to their support and advice, I am able to handle the stress and maintain balance. It isn’t easy, but balance is possible with proper organization, support, and mental resilience development.
Final Thoughts
Kristina is the living proof of the don’t chase, attract ideology. Her dreams, including the Nike partnership, came as a natural result of her labor. She believes in creating the path to your dreams one step at a time, every day.
Nike’s collaboration with Kristina, on the other hand, is a handbook example of marketing that isn’t forced, sales-y, or clickbait-y. It isn’t flashy and superficial but genuine and based on a real-life warrior’s story, which customers and fans can relate to.
