Formula 1 could be about to welcome another global sportswear giant into its increasingly fashionable paddock. Nike is reportedly in talks to enter Formula 1 from 2027, potentially supplying apparel and footwear to Formula One Management (FOM) personnel during Grand Prix weekends.
The reports suggest that discussions between Nike and Formula 1 have already progressed significantly. However, as of September 2026, neither Nike nor Formula 1 has officially confirmed a deal.
If the agreement goes ahead, it would mark a major return to the F1 world for the American sportswear giant. Nike has previously been involved in Formula 1 through its partnership with Michael Schumacher during the late 1990s and early 2000s, producing racing footwear and other products for the seven-time world champion.
Nike Is Already Showing Up Around the Paddock
The latest rumours are not completely out of nowhere.
Nike’s presence around Formula 1 has reportedly been growing throughout the 2026 season. Senior Nike executives were spotted at the Miami Grand Prix, while drivers including Valtteri Bottas and Sergio Pérez have also been seen wearing Nike footwear.
Nike also produced special-edition Dunk Low sneakers featuring Cadillac branding for executives connected to the new Cadillac F1 project.
That growing presence has naturally fuelled speculation that Nike could be preparing for something much bigger.
According to reports, the proposed agreement would see Nike provide clothing, footwear and other equipment for FOM personnel at Grand Prix events beginning in 2027.
There has even been speculation that an official announcement could arrive around the 2026 Las Vegas Grand Prix in November, although that remains unconfirmed.
But Is Nike Actually Replacing Puma?
This is where things get interesting.
Despite the headlines, Nike should not yet be described as Puma’s confirmed replacement.
Puma remains Formula 1’s official supplier under a multi-year partnership announced in 2023. The agreement covers F1-licensed apparel, footwear and accessories, as well as products for Formula 1 and its teams.
The partnership began in 2024 and Puma remains heavily involved in Formula 1 during the 2026 season.
So, based on the information currently available, Nike’s reported arrival appears to be more complicated than simply walking into the paddock and kicking Puma out.
The two brands could potentially operate under different agreements and responsibilities.
And What About Tommy Hilfiger?
Tommy Hilfiger is another name that needs to be separated from the story.
The fashion brand has a significant connection with Formula 1, but it does not occupy exactly the same role as Puma’s championship-wide apparel partnership.
In 2026, Tommy Hilfiger is closely associated with the Cadillac F1 Team, supplying official team apparel and merchandise.
That means a Nike deal would not automatically mean Tommy Hilfiger is leaving Formula 1 either.
Instead, F1 could end up with an increasingly crowded fashion paddock, with different brands occupying different parts of the championship’s commercial ecosystem.
Formula 1 Is Becoming a Fashion Battlefield
And that may actually be the bigger story.
Formula 1 has spent the last few years becoming much more than a racing championship. Its growing audience has attracted some of the world’s biggest fashion and lifestyle brands.
Puma has Formula 1’s official apparel partnership. Adidas has entered the championship through Mercedes. Tommy Hilfiger has a relationship with Cadillac, while Nike now appears to be positioning itself for a much larger presence around the sport.
If Nike eventually signs a Formula 1 agreement, the Swoosh would add another heavyweight name to an already crowded fashion grid.
But the biggest question remains:
Will Nike simply dress F1 personnel, or is this the first step toward a much bigger Formula 1 lifestyle empire?
For now, there is no official confirmation that Nike will replace Puma or Tommy Hilfiger.
But if the reported 2027 deal becomes reality, Formula 1’s apparel game could be about to get very interesting.
What do you think? Would Nike make a better fit for Formula 1 than the brands currently involved? Let us know in the comments.
Adhe is part of the 88 Eight Box Editorial Team, covering JDM culture, motorsport, automotive technology, and industry news. The team focuses on delivering original automotive stories, reviews, and insights for enthusiasts worldwide.
