Van Aert & Visma-Lease a Bike: Nike Apparel Deal

Wout van Aert is at the center of an expanded Nike partnership with Visma-Lease a Bikewith the Belgian star fronting a new line of signature T-shirts and hoodies unveiled ahead of next season.

Nike first linked up with the Dutch super team ahead of the 2025 Tour de Franceand both parties confirmed an expanded cooperation going into 2026.

“Since the Tour de France, we’ve been very proud to wear the Nike Swoosh,” said Jasper Saeijs, chief business officer of Visma-Lease a Bike. “Expanding our collection to include Nike shoes so soon feels like a natural next step. We want to present our team as premium and professional, both on and off the bike. I think there’s no better partner for that than Nike.”

The deal will see riders wearing Nike footwear on podiums, and staff members will be kitted out with the iconic sneakers.

The move underscores how merchandising is increasingly becoming an important pillar for top-tier teams and riders.

With sponsorship markets tightening and budgets ballooning, teams are doing what they can to diversify revenue streams.

And recent high-profile deals across the peloton with Nike and Red Bull confirm that cycling is becoming attractive to global brands.

WVA-branded Nike apparel hits market

Stepping front and center is Belgian multi-discipline superstar Van Aert, who is the public face for a new Nike casual collection.

The initial product line includes Nike-branded clothing with the trademark “Swoosh” and the WVA initials on top. There’s a WVA hoodie for 80 euros and a “Just Do It” WVA T-shirt for 50 euros.

Visma’s Nike line reflects that Van Aert — already backed by energy drink giant Red Bull — is one of cycling’s most marketable athletes.

Merchandising is a growing part of Visma’s financial mosaic to fund its estimated $55 million annual budget.

The team has not revealed how much it earns from merchandising, but its fan club already includes more than 15,000 members, with sales estimated to be in the low seven figures annually.

Other teams and riders are not missing out on the chance.

Tadej Pogačar earns an estimated seven figures annually from merchandising and product promotion, much of it directed through his foundation, as part of his annual peloton-leading $14 million annual pay packet.

Nearly every major WorldTour team now sells merchandise directly to fans via websites and other shopping platforms.

Visma leading the charge in creative merchandising

Most teams will sell socks and racing bibs, but Visma-Lease a Bike is among the most advanced when it comes to merchandising.

Fans can buy everything from official team kits to coffee mugs, framed jerseys, phone cases, backpacks, duffel bags, hats, socks, T-shirts, flip-flops, and even baby bibs.

You can even buy a signature Sepp Kuss team scarf for 14.95 euros.

Looking for the ideal stocking-stuffer for your favorite bike geek? The Dutch super team’s got you covered.

The “Killer Bees” rolled out a rather dashing special-issue holiday sweaterwith trademark team colors, for only 50 euros.

What’s not to love?

With super teams looking at $50 million-plus budgets to stay competitive, every bit helps.