The irony is that the lack of a formal deal might be the point. Nike doesn’t need F1 for performance credibility, but F1 increasingly needs Nike for cultural relevance, especially in the US.
One Daytona 500 win with 23XI probably delivered Nike (via Jordan) more mainstream attention than most F1 sleeve logos ever could... they would and will never join a sport with a team that is unproven and drivers that are 2nd tier at best… this was Cadillac marketing department playing games. If you know F1 and look closely at all of their choices (caddy’s) you can see the disarray and lack of communication between departs inside their HQs…
The Daytona 500 win with 23XI Racing via Jordan Brand is big U.S. visibility…no argument. But that’s event-driven attention. Formula One offers sustained global lifestyle exposure across fashion, entertainment, and international markets. Nike has never only chased “proven” teams, they invest where they see long-term cultural upside. If General Motors enters F1, that’s strategic and the real question is whether Nike wants proximity to the only motorsport sitting at the intersection of luxury, fashion, and global youth culture.
The irony is that the lack of a formal deal might be the point. Nike doesn’t need F1 for performance credibility, but F1 increasingly needs Nike for cultural relevance, especially in the US.
One Daytona 500 win with 23XI probably delivered Nike (via Jordan) more mainstream attention than most F1 sleeve logos ever could... they would and will never join a sport with a team that is unproven and drivers that are 2nd tier at best… this was Cadillac marketing department playing games. If you know F1 and look closely at all of their choices (caddy’s) you can see the disarray and lack of communication between departs inside their HQs…
The Daytona 500 win with 23XI Racing via Jordan Brand is big U.S. visibility…no argument. But that’s event-driven attention. Formula One offers sustained global lifestyle exposure across fashion, entertainment, and international markets. Nike has never only chased “proven” teams, they invest where they see long-term cultural upside. If General Motors enters F1, that’s strategic and the real question is whether Nike wants proximity to the only motorsport sitting at the intersection of luxury, fashion, and global youth culture.
In a racing sense they have only worked with proven teams and talent either with major promise, established records or trail blazing characters.
Schumacher (F1)
Earnhardt (NASCAR)
Tony Stewart (NASCAR)
Dale Jarrett (NASCAR)
Al Unser Jr. (Indy car)
James Stewart (Super-cross)
Cadillac, Bottas and Perez dont tic any of those boxes…
Also nike is already at the center of “culture” no team or driver will add to that and it’s evidenced by Cadillac using their products for free…
Such a great insight, thank you!
If Nike wasn't thinking about it before, they sure are now
I want the Air Zoom Schu 🤤
Maybe it’s in progress but not a signed deal. This was a gesture of good faith.
Not the Footlocker group trip!! Loved hearing your insight on this, Dan.
You’re the best! I’m glad you enjoyed it 🙏🏾🙏🏾