They left after Lance Armstrong, now they’re coming back to cycling

Nike, arguably the world’s most recognizable sportswear brand, was deeply connected to professional cycling throughout the 1990s and early 2000s. That connection was most visible during the Lance Armstrong era, when the company sponsored both the US Postal team and the American rider, until it cut ties following the revelations of his doping scandal. Now, the global athletic powerhouse is looking to make a serious return to the sport.

Nike comes pedalling back in

According to Dutch outlet Wielerflits, Nike has reached an agreement with Visma | Lease a Bike to supply the team with a new lifestyle (non-race) clothing line, set to launch during this year’s Tour de France (July 5–27). The partnership is expected to be officially announced in the coming days, but the Dutch National Championships may have offered a preview, Wielerflits reports that the Nike logo was spotted on one of Visma’s team cars during the event.

This could mark just the beginning of a broader move by Nike to re-enter the cycling world, one it has been quietly circling in recent years. The brand previously had a sponsorship deal with Mark Cavendish, who wore Nike shoes late in his career, and currently supports Demi Vollering and her FDJ-Suez team, supplying off-bike clothing and footwear.

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