Nike comes to padel. Now yes. As MARCA Pádel has learned, the American multinational has decided bet on an emerging market like the sport of the shovel to create his first collection and his arrival is scheduled for 2027 with a star signing: Agustín Tapia.
An arrival that has been long in coming. After years of rumors and conversations, the definitive leap of the technical firm par excellence in the world of sports will materialize next season, including paddle tennis in its extensive catalog. A operation that has been in the works for months and that wants to materialize with a bang in the style Just do it.
Because as this newspaper has learned, Nike had been internally considering the jump to paddle tennis for some time, but They didn’t quite see the sport mature. A reality that seems to have changed in recent months to the point that, as this newspaper has learned, Special envoys from the Oregon brand have been present in Buenos Aires and Rome to experience several tournaments of the Premier Padel circuit, having been “surprised” by the fan phenomenon in Argentina.
And hence your bet does not come alone. Nike has some of the best athletes on the planet as brand ambassadors and figures such as Cristiano Ronaldo, Carlos Alcaraz, Lebron James or Aryna Sabalenka I would now seek to add one of the great icons of the 20×10. With first and last name.
Tapia, the one chosen by Nike
Agustin Tapia He is the one chosen to become the franchise player of the American brand and the first contact in the negotiations would have already occurred in the absence of addressing his contractual reality. “You are on the right track”was the illuminating response when asking about the possibility of the Argentine signing for Nike.
Mozart, jplayer emblem of NOX Pádel, has a contract in force until 2028 and a strong connection with the Spanish firm since before making the leap to professionalism a decade ago. This relationship is capital for the player’s entourage, who does not consider any move without going hand in hand with his current brand, but they do not deny Nike’s interest.. “How can they not be interested? He is the Messi of paddle tennis and there are several interested firms”they explain cautiously.
Tapia celebrates a victory in Argentina.
A caution which is also perceived in its current brand. Knowing that you have a valid contract and a penalty clause very high in the event of a breach of contract, they are also aware that Nike would have already contacted the Mozart entourage. But From Nox they remain calm with a brief “if it happens, it will be by the end of 2028.” And, in turn, they open the door to a possible negotiation that is beneficial to all because Linking up with Nike is a train that doesn’t pass twice.
But, Is a three-way union possible? This, which seems like a difficult operation, is not viewed negatively by any of the parties. and behind the prudence used in the responses to this newspaper lies a strategic game in which everyone knows what role they have. A move that, if completed, would make Tapia continue playing with a NOX racket (it has its own model and line), would allow a direct association between the Spanish brand and Nike and would give the latter the franchise player it is looking for to reach padel.
With no figures on the table yet, the first real moves by the American brand have already taken place and may not be the last.
What if Nike bet on Premier Padel?
The American multinational has decided to attack an emerging industry with a market value greater than 6,000 million euros and the already mentioned visits of American emissaries to the events in Buenos Aires and Rome respond to a close relationship between both companies that have a key figure in common: Nasser Al Khelaifi.
He president of Premier Padel is also the president of PSG and Nike is the main sponsor of the Parisian club. Since Al Khelaifi became president in 2011, the relationship between both entities has been strengthened, creating one of the most recognized brands globally that has resized the PSG concept inside and outside of sport. A successful relationship that was renewed in 2019 -until 2032- and that could be the definitive lever for Nike’s arrival in padel.
Because as MARCA has learned During the last Champions League final in Budapest, Al Khelaifi shared a paddle tennis match with Elliott Hill, president and CEO of Nike, during the preview. and in the post-match conversation they touched on several topics. Among them, paddle tennis.
Al Khelaifi and Elliot Hill
“They had a long and relaxed conversation after playing and we suspect that, in addition to PSG, they talked about Premier“, say close sources who do not deny that Nike’s interest in paddle tennis is real, but that they “do not” value this possibility at the moment.
After the recent agreements with Whoop or Audemars Piguet, the circuit would have reinforced its international value and could now capitalize on the distant interest of the American sports brand that would be considering making the definitive leap as an official sponsor following the strategy set with PSG.
A agreement that would never arrive before 2027 since Bullpadel, the great padel brand, is the official technical sponsor of Premier Padel in three segments (paddle, footwear and textile) since May 2024 and has a contract in force until the end of this season. With the right of first refusal included for a possible renewal, the relationship between the padel brand and the circuit is “excellent” as confirmed by both parties and there are no reasons to think about a breakup.
The market of the future
What is certain is that heNike’s bet is no coincidence. And, in fact, it is best understood in quantifiable terms. The Oregon flagship is one of the big sports footwear brands and has set its sights on the padel specialty that already has brands like Asics, Babolat, Skechers, Adidas or Joma. Having surpassed 1.2 million pairs sold per year, according to the latest market studies, they now see in padel “an attractive and stable consumer market” as stated by sources present at the latest conversations in Rome.
Something similar happens with textiles. With sustained growth in both the men’s and women’s ranges (in clear trend), padel clothing has already reached 2.5 million units sold per season and represent a very interesting niche in a sport in full international expansion and that has a route map that passes through the USA and Asiatwo of the strongest markets for the American company.
Nike’s definitive jump to padel is imminent and Agustín Tapia seems to be its big bet. And everything indicates that it will not be the last.