F1 set to agree new apparel deal with sporting giant

An official public announcement is not expected until the Las Vegas Grand Prix in November, but GPBlog understands that Nike will supply all team kit worn by Formula One Management staff during Grand Prix weekends. The agreement represents one of the most eye-catching commercial moves in recent paddock history, embedding the Oregon giant directly into the sport’s central travelling operation from race to race.

The breakthrough follows months of paddock presence and quiet background conversations. Senior Nike executives were on site at the Miami Grand Prix in May while earlier in the season the company began appearing around Cadillac social posts.

Both Valtteri Bottas and Sergio Perez were photographed wearing Nike footwear, while custom Cadillac-branded Nike Dunk Low trainers were gifted to team executives during the Miami weekend.

While those initial appearances seemed to signal Nike's rising commercial interest, it has now evolved into a direct clothing contract with Formula One.

Nike's decision to enter the f1 paddock comes as primary sportswear rivals Puma and Adidas expand their footprint across the championship.

Puma already manufactures official Formula 1-branded apparel alongside supplying prominent race kit and teamwear for Ferrari, Aston Martin and McLaren. Meanwhile, Mercedes joined forces with Adidas in a major multi-year collaboration that turned heads across the industry.

With rival European sportswear powerhouses dominating the pit lane, Nike's potential entry in 2027 ensures that the world's largest athletic apparel company commands a permanent, highly visible presence in the championship.

The partnership also marks a nostalgic return to Formula 1 heritage for Nike. The brand famously partnered with seven-time world champion Michael Schumacher between 1996 and 2002, outfitting the German racing icon with bespoke racing boots and releasing the sought-after Air Zoom Schu trainer to collectors worldwide.

By outfitting FOM personnel at every event on the F1 calendar and the potential for regular fan drops, the famous Swoosh could soon become a fixture in the paddock.