Demi Vollering signs sponsorship deal with Nike

Demi Vollering has signed a personal sponsorship deal with sportswear giant Nike, the Dutchwoman announced on Sunday.

Vollering won the Tour de France Femmes last year and is one of the hottest properties in the sport, with the 27-year-old also in the process of arranging a transfer away from the SD Worx-Protime team in 2025.

Although details of the sponsorship deal are as yet unclear, the partnership with a brand of the scale of Nike is a significant milestone not only for Vollering but in the context of the growth of women’s cycling.

Since the revelations of Lance Armstrong’s doping, Nike has kept a low-profile in the world of professional cycling, but has maintained a very limited number of personal sponsorship deals. The most notable is that of Mark Cavendish, who has a long association with the brand and currently races in Nike-branded shoes, as does Ineos Grenadiers’ cyclist-cum-triathlete Cameron Wurf.

“Nike Athlete,” was the title of a social media post from Vollering announcing the news, accompanied by an image of her signing her Nike contract wearing an Air Jordan jacket, one of Nike’s marquee brands that stemmed from its sponsorship of the basketball legend Michael Jordan.

“I am proud and grateful to have signed a partnership with Nike. With Nike’s support, I will pursue the dreams and goals I have set for the coming years,” Vollering wrote.

“Furthermore, I am aware of my role within women’s cycling and women’s sports in general, and the opportunities it presents. Together with Nike, I can achieve common goals and effectively spread my message. We want to inspire many people to start moving, and together, we will make dreams come true.”

Read more: SD Worx-Protime think Demi Vollering is heading to FDJ-SUEZ

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Mark Cavendish is another Nike athlete and even races in Nike-branded shoes

It is not yet clear whether Vollering will compete in Nike gear, or whether the deal will be limited to casual wear, alongside other sponsorship activations.

Nike does not have a professional-level cycling clothing offering, and Vollering will continue to wear kit made by Specialized, which sponsors SD Worx, and whichever brand supplies whichever future team she lands on. The team’s Specialized deal also covers shoes, so unless granted special dispensation, we’d have to wait for 2025 for the possibility of seeing Vollering wearing Nike shoes.

Nike makes an indoor cycling shoe but does not have a road cycling shoe on the market, with the understanding that its custom kicks for the likes of Cavendish are manufactured by a third party. Adam Blythe is another rider in the post-Armstrong era to wear custom Nikes in the pro peloton but Vollering is joining a select club in signing with the global commercial giant.