Nike’s swoosh hasn’t shared a corner with the F1 logo since the Schumacher days. Could that drought finally end?
A new Nike board member linked to LVMH—set to partner with F1 from 2025—has sparked fresh speculation. With the sport booming, the brand sees untapped value.
The recruit is Alexandre Arnault, who joined Nike’s board in September while serving as deputy CEO of Moët Hennessy. You’ll spot Moët on podiums, but his Nike ties now draw attention.
Nike returns to F1
Nike’s most visible F1 chapter unfolded with Michael Schumacher, who inked a personal deal in 1996 after moving to Ferrari. The partnership ran until 2002, delivering a red‑suede shoe with black accents and the white swoosh.
Reports say Schumacher adored the kicks, receiving a fresh pair each race weekend. Today they fetch well into five‑figure sums on the secondary market.
The line became the Schumacher Collection, launched as the Nike Air Zoom Schu in white, black and blue, each bearing a carbon‑fibre‑style medallion with his signature. Racing‑grade versions met FIA specs, but in 2002 Ferrari switched to FILA for Schumacher and Rubens Barrichello, and Nike vanished from the paddock aside from occasional one‑offs.
What Nike is reportedly targeting
Nike is reportedly eyeing official teamwear for Formula One Management from next season. Sports Business Journal notes the company has been scouting F1 sponsorships, with executives spotted at the Miami GP. The brand also supplied ultra‑limited Dunk Low trainers to Cadillac F1 CEO Dan Towriss and his wife. In my view, Nike’s move could reshape F1 fashion.
Nothing is official yet, but whispers suggest an announcement could arrive around the Las Vegas Grand Prix weekend.
That would place Nike alongside fashion‑forward partners such as Puma, Adidas, Castore, New Era, Hugo Boss, Tommy Hilfiger and Gucci.
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– The Team