Hi, I am Andrea Nieto aka Pragmatiko

I am a creative technologist and innovation leader who transforms ideas into reality. With roots in apparel design and textiles, my journey spans from crafting physical objects to shaping digital futures. I weave together strategy, storytelling, and human insight to bring bold visions to life.

My creative path began in fashion and jewelry design before evolving into 9 years of innovation at Adidas. There, I led a multidisciplinary design team reimagining the future of sport through apparel, footwear, and digital experiences. In my final chapter at Adidas, I led the brand's breakthrough into Web3, architecting new product categories while guiding the organizational transformation needed to embrace blockchain technology.

This led me to explore Web3's potential with WAGMI United, followed by my work at Lululemon shaping the future of their footwear line, with new IP and strong design language to shape their brand identity.

Currently, I'm exploring the convergence of AI, design, and music, with a focus on building AI agents that push creative boundaries. My work is driven by an insatiable curiosity and a belief that the best ideas emerge from collaborative exploration. When not leading creative teams, I'm constantly learning new tools and technologies, weaving these discoveries into stories that bridge the physical and digital realms. My approach: Start with wonder. Ask why. Ask why again and then make ideas reality.

MANIFESTO

EMBRACE WONDER I believe in the power of magic and wonder as catalysts for creation. My work begins with curiosity and maintains the fresh perspective of a child discovering the world anew. The ability to see magic in everyday connections is not a skill but rather a practice that fuels my creativity and innovation.

BUILD UNIVERSES Beyond creating objects, my work crafts new narratives and experiences. Meaningful creation lives in the space between disciplines, where stories, languages, and universes intersect. The goal is to transcend the physical, creating meaningful connections and possibilities, where products become catalysts for potential futures.

CREATE WITH PURPOSE Building begins with a clear why and who, letting tools reveal the how. Every challenge becomes an opportunity to solve meaningful problems, with purpose serving as both compass and engine. The bigger the challenge, the stronger the drive to transform it into reality.

PRACTICE REBIRTH By holding softly who I am, my experience and my knowledge - I am able to become someone new tomorrow through curiosity and a constant desire for learning. My work evolves as I evolve, and I create space for this becoming. Growth requires both courage and vulnerability and I work on being open to this.

PURSUE DEPTH With relentless curiosity, I ask "why" until uncovering some essential truth. This journey of discovery deepens through collaboration with passionate, multidisciplinary minds. Creation emerges from exploring the layers beneath the surface, where diverse perspectives connect and unexpected dots reveal new possibilities.

HONOR LEGACY Our transient nature fuels my urgency to create with courage and purpose. The goal is to leave behind not just things, but positive impact in the world. Every design choice carries the responsibility to honor and protect the natural world and humans that will outlive us all.

KNOWLEDGE AREAS:

  • STORYTELLING

  • CREATIVE DIRECTION

  • CREATIVE STRATEGY

  • PRODUCT DESIGN

  • FOOTWEAR AND APPAREL DESIGN

  • DIGITAL DESIGN

  • ADVANCED PRODUCT MANUFATURING

  • DESIGN RESEACH & INSIGHTS

  • MARKETING & COMMS

  • WEB3