João Adibe Marques
Known online as Tio João, João Adibe Marques is Cimed’s CEO, an author and a business creator sharing sales lessons, family life and the everyday work of building Brazilian brands.
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Latest
João’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Agir
Globo
GloboOverview
- Known as
- João Adibe, Tio João and Fly Now
- Work
- Cimed CEO, business creator, author and speaker
- How it began
- Joined the family business at 15
- Signature look
- The yellow Cimed polo
Mini bio
Starting on the sales floor.
João began working with their parents at 15, when the family company was small and everyone helped across the business. Their official biography recalls competing for sales around Praça da Sé in central São Paulo in the late 1980s. In a 2026 interview, João described learning through practice and taking the business out into the market while their parents focused on operations.
Becoming Tio João.
As Cimed’s CEO, João also became one of its most visible storytellers. Fans see visits to pharmacies, airport videos, family moments and conversations about sales. The nickname Tio João grew alongside that presence. Cimed’s branding director credits the familiar yellow polo and a steady stream of everyday content as central to the approach.
Beyond the feed.
João put their story into the book Meu sangue amarelo, published by Agir. Public appearances have also crossed into entertainment: a Fuzuê scene cast João as a Cimed salesperson, and Caminhão do Domingão paired João with Luciano Huck. In 2026, speaking engagements included Innova Summit and ACIJ’s plenary.
Creditschronological, newest first
Talks and television
- 2026Innova SummitSpeaker
- 2026Plenária ACIJ, May 18Guest speaker
- 2025Caminhão do DomingãoPresenter with Luciano Huck
- 2023FuzuêAppeared as João, a Cimed salesperson
Books
Awards
Quotes
Disciplina. Talento sem disciplina não sustenta resultado.João Adibe Marques, the biz, January 29, 2026
Asked what a high-performance work routine cannot do without. English: “Discipline. Talent without discipline does not sustain results.” Source: https://business.thenews.com.br/p/entrevista-historia-e-futuro-da-cimed-joao-adibe-marques
Trivia
- The nickname Fly Now appears in the publisher’s description of Meu sangue amarelo.
- João is a parent of five, as noted in their official biography and publisher’s description.
- The yellow polo is a deliberate part of João’s public identity, according to Cimed’s branding director.
- In their own announcement of the Fuzuê appearance, João described turning their everyday role as a Cimed salesperson into a character.
Find João
Follow João for sales lessons, pharmacy visits and everyday moments with the Cimed family.
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