Nike set to return to Formula 1 for first time since Schumacher era ended in 2002

Nike is exploring a return to Formula 1 as an official teamwear supplier, according to reports from Sports Business Journal, which would end the brand’s more than two-decade absence from the paddock. The sportswear giant last held a major F1 presence through its personal endorsement deal with Michael Schumacher, which ran from 1996 until 2002.

The renewed interest appears to have been sparked by a boardroom connection. Alexandre Arnault joined Nike’s board in mid-September 2024 while also serving as deputy CEO of Moët Hennessy, the wine and spirits brand under the LVMH umbrella. LVMH announced a ten-year partnership with F1 beginning in 2025 — a deal that already places Moët Hennessy prominently in the cooldown room and on the podium after each race. Arnault’s dual role has fuelled speculation that Nike could follow LVMH into the sport.

Nike executives were spotted at the Miami Grand Prix, and the brand has also been linked to the new Cadillac F1 team after its drivers were seen wearing Nike footwear. Cadillac F1 CEO Dan Towriss has also been connected to the brand in recent reports.

Nike’s original F1 chapter centred almost entirely on Schumacher. When the German moved to Ferrari in 1996, he signed a personal endorsement deal with Nike that produced a dedicated shoe line — the Nike Air Zoom Schu — available in white, black, and blue colourways, each featuring a carbon fibre-look medallion bearing his signature. Racing-specific versions were built to FIA standards. Schumacher reportedly received a fresh pair every race weekend, and originals now command deep into five figures on the resale market.

That partnership ended in 2002 when Ferrari signed FILA to manufacture footwear for both Schumacher and Rubens Barrichello, and Nike retreated from any significant motorsport sponsorship. Aside from occasional one-off appearances, the brand has not been seen in the F1 paddock since.

Formula 1 has grown substantially in commercial value since then, driven in large part by its expanded North American fanbase and record race-day attendances. Whether Nike’s reported interest converts into a formal agreement has not been confirmed by either party.