During nearly three decades at Nike, Hoffman led transformative initiatives in marketing, design, and innovation that helped position the brand as a global benchmark in creativity and branding. He was behind some of Nike’s most memorable campaigns, including the iconic video featuring Ronaldinho showing off his skills with a new pair of boots, juggling and hitting the crossbar — a video that made history as YouTube’s first viral video, surpassing one million views.

As Nike’s Chief Marketing Officer, Hoffman left an indelible mark not only on the brand’s communication strategies but also on the launch of iconic products and the personal branding of its most famous athletes. His work and creative vision earned him a place among Fast Company's list of the most creative people in business.

After leaving Nike in 2020, he founded Modern Arena, a platform dedicated to helping build purpose-driven brands and generate social impact through creativity. Since then, he has collaborated with startups, non-profit organizations, and Fortune 500 giants such as Apple, Google, Netflix, Lego, and Target, helping them create strong emotional connections through branding and creativity.

Dennis Hong and Four Content Tracks: What’s New at South Summit 2025

Greg Hoffman’s participation adds to a stellar lineup of innovation leaders such as Dennis Hong, UCLA professor and one of the world’s foremost experts in robotics, whom The Washington Post Magazine described as "the Leonardo da Vinci of robots." Among his groundbreaking creations are the first car designed for blind people and the robot featured in the recently released Netflix film The Electric State.

Hong will join entrepreneurs and international investors to discuss key topics within the four new content tracks of #SouthSummit2025: Humanity 2.0, Sustainable Action, Growth, and Tech Horizons. The Humanity 2.0 track will explore how technological advances must align with the needs of both humanity and the planet. Notable speakers in this track include Mikayel Vardanyan, Co-founder and COO of Picsart, and Dennis Hong himself.

The Sustainable Action track will focus on innovative solutions in areas such as energy, climate tech, agritech, and resource management. Featured voices will include Marci Zaroff, Founder and CEO of EcoFashion Group, and Christophe Williams, Founder and CEO of Naked Energy. The Growth track will highlight how startups, investors, and corporations can drive talent and foster an innovation ecosystem with a positive impact. Experts such as Kim Perell, Founder and CEO of 100.co, and Ed Soo, CTO of Lenovo, will take part in this track.

Finally, Tech Horizons will feature speakers like Adriana Hoppenbrouwer-Pereira, Co-founder of The Fabricant, and Hrish Lotlikar, Co-founder and CEO of SuperWorld, who will discuss how emerging and disruptive technologies — including biotechnology, AI, and quantum computing — are transforming industries, businesses, and lives.

In Motion: An Ecosystem Always Moving Forward

All these speakers — along with entrepreneurs, investors, and representatives from major corporations — will gather at #SouthSummit2025 under the theme "In Motion", with the aim of driving a global movement with purpose, promoting innovative solutions to current challenges, and generating a positive impact on the planet, the economy, and society.

At its last edition, South Summit Madrid brought together over 18,000 attendees from 133 countries, including 6,500 entrepreneurs, 26 internationally renowned unicorns such as BlaBlaCar, Creditas, Globant, and Waze, 6,000 representatives from global corporations, and more than 2,000 investors managing portfolios worth over $500 billion (an increase of $174 billion compared to the previous year). This year, South Summit aims to surpass these numbers and strengthen its position as a key meeting point for fostering new avenues of collaboration between entrepreneurs and high-impact investment funds, to accelerate innovation and sustainable development on a global scale.