Business
From the Olympics to Nike: How the Arnault Family Is Expanding Its Influence in Sports
By Jacqueline Chelliah17 septembre 2026
From the Paris 2024 Olympic Games to Paris FC, from Formula 1 circuits to a stake in HYROX, and now with Alexandre Arnault joining Nike’s board of directors, LVMH and the Arnault family’s various investment vehicles are building an ever-closer relationship with the world of sports. This is no longer simply about sponsorship.
There was a before and after Paris 2024. By becoming a Premium Partner of the Olympic and Paralympic Games, LVMH turned the world’s biggest sporting event into a showcase for its maisons. Chaumet designed the medals, Louis Vuitton created the trunks for the medals and Olympic torches, while Berluti dressed the French athletes for the opening ceremonies. Dior, Sephora and several other maisons also took part in the initiative.
The operation went far beyond a traditional visibility campaign. LVMH associated its name with values traditionally linked to elite sport: excellence, determination, precision and hard work. The group also supported several leading athletes, including Antoine Dupont and Léon Marchand. Luxury is no longer content to watch sport from the sidelines. It increasingly wants to play a role in its story.
Newsletters
Cet article vous plaît ?
Inscrivez-vous à nos newsletters pour recevoir les dernières publications et analyses selon nos 4 thématiques:
Paris FC, from a Partnership to an Investment
Just a few months after the Games, the strategy entered a new phase. In November 2024, Agache Sport, the Arnault family’s sports investment vehicle, completed its acquisition of a stake in Paris FC. It initially held 52.4% of the club, alongside Red Bull, which owns 10.6%.
Paris FC is not, however, an LVMH subsidiary. It is an investment by the Arnault family through Agache Sport. But its links with the wider group’s ecosystem are clear. In 2025, Jean-Marc Gallot, former CEO of Veuve Clicquot, joined the club as chief executive, while Alexandre Battut, who previously worked at Maison Francis Kurkdjian, was appointed chief financial officer.
The project is built around a long-term vision, particularly when it comes to developing young talent. And the sporting project quickly gained momentum: during the 2024–25 season, Paris FC secured promotion to Ligue 1.
Another major move is taking place on a global scale. Since 2025, LVMH has been Formula 1’s Global Luxury Partner under a ten-year agreement. Three maisons are at the forefront of the partnership: Louis Vuitton, TAG Heuer and Moët Hennessy.
The strategy is particularly revealing. Louis Vuitton creates bespoke trophy trunks for Grand Prix events, TAG Heuer serves as Formula 1’s official timekeeper, while Moët & Chandon is associated with podium celebrations. The group is therefore not simply sponsoring the sport, it is helping shape the experience surrounding it.
Formula 1 offers an ideal platform for this approach. Global, spectacular and increasingly embedded in popular culture, the sport sits at the intersection of competition, entertainment, fashion and lifestyle. For LVMH, it provides a way to bring its codes into an environment where performance and prestige naturally converge.
But the strategy does not stop with the world’s most prestigious sporting disciplines. It also extends to a much newer phenomenon : HYROX, the hybrid fitness competition combining running with functional exercises.
Recently, a consortium led by L Catterton, the investment firm backed by LVMH, acquired a controlling stake in the German company. The deal reportedly values HYROX at around $600 million.
The investment is significant because HYROX represents a different kind of sporting opportunity. Unlike traditional elite competitions, its model is built around participation, community and mass events. It reflects a growing generation of consumers who are not content simply to watch sport, they want to experience it themselves.
A Bridge towards Nike with Alexandre Arnault
The latest piece of the puzzle is American. On September 15, 2026, Alexandre Arnault, 34, Deputy CEO of Moët Hennessy, joined Nike’s board of directors. The American sportswear giant’s board now has twelve members.
His background helps explain the appointment. After leading Rimowa, Alexandre Arnault held product and communications responsibilities at Tiffany & Co. He helped bring the jewellery house closer to contemporary culture and collaborations, including the partnership with Nike around the Air Force 1.
His arrival creates a direct link between two industries that have been moving closer together for years. Nike has highlighted Arnault’s experience in brand building, innovation and digital transformation. From the Olympics and football to Formula 1, fitness and now the boardroom of a global sportswear giant, these moves point to a strategy that goes well beyond a succession of individual partnerships.
Sport has a cultural power that the luxury industry increasingly wants to tap into. Athletes provide faces and stories, competitions create global moments, and clubs build loyal communities. All are powerful tools for extending a brand’s aura far beyond its boutiques.
Key Points:
- From Paris 2024 to Paris FC, the Arnault family is gradually moving from a partnership model toward a direct presence in the sports ecosystem.
- LVMH is also targeting new sporting territories, from Formula 1 to HYROX, bringing together luxury, performance, entertainment and emerging communities.
- Alexandre Arnault’s appointment to Nike’s board illustrates the growing convergence between luxury codes, sports culture and the global sportswear industry.
- From Paris 2024 to Paris FC, the Arnault family is gradually moving from a partnership model toward a direct presence in the sports ecosystem.
- LVMH is also targeting new sporting territories, from Formula 1 to HYROX, bringing together luxury, performance, entertainment and emerging communities.
- Alexandre Arnault’s appointment to Nike’s board illustrates the growing convergence between luxury codes, sports culture and the global sportswear industry.
Partager l'article
Continuez votre lecture
Sport
Hyrox, L Catterton’s New Venture in Sports
After fashion, beauty, and high-end tourism, the luxury sector is increasingly turning its attention to sports. The investment fund L Catterton, backed by the giant LVMH, is leading the consortium that has just acquired from Infront Sports & Media its majority stake in the Hyrox platform, the fitness racing circuit founded in Hamburg in 2017.
By Eva Morletto
Automobile
Formula One Week, the New Concept Combining Formula 1 and Luxury
From February 18 to 20, Milan will host Formula One Week (F1 Live Milan) for the first time, three days before the start of Fashion Week, scheduled for February 23 through March 1. A business platform tailored for the luxury sector.
By Eva Morletto
Newsletters
Cet article vous plaît ?
Inscrivez-vous à nos newsletters pour recevoir les dernières publications et analyses selon nos 4 thématiques: