"Nike's involvement marks a significant new chapter for the brand in cycling, aiming to expand its presence and support for the sport through the Visma-Lease a Bike team."
"This partnership highlights Nike's strategy to re-enter cycling markets after past challenges, leveraging their experience from prior sponsorships while enhancing visibility in lifestyle apparel."
Sportswear giant Nike has entered a partnership with the Visma-Lease a Bike team to supply lifestyle apparel, set to debut during the upcoming Tour de France. This collaboration represents a potential revival for Nike in the cycling sector, as the company has previously struggled to establish a strong foothold in the sport. The team has embraced innovation in their clothing lines, selling custom race attire directly through their website. The deal with the well-funded Visma-Lease a Bike team may signal larger ambitions for Nike within cycling.
Read at Cyclingnews
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