It was one of the most transformational and recognisable athlete endorsements of all time but today, after 27 years, Nike and Tiger Woods have parted company.
From the iconic red shirts worn on the final day of each Major Championship to the lighting up of a sport in thrall to tradition to a massively wider audience, this was a deal that quite literally changed the sporting landscape.
Golf pre-Tiger was a different sport altogether and while his talent on the course was without match, it is equally undeniable that the marketing nous of Phil Knight and the Nike team played a significant role in turning him from a talented sports star into a genuine global icon.
Woods was 20 years old at the time and yet to win on the PGA Tour. Every one of his 82 titles since then, including his five US Masters, three Open Championships, Three US Open titles and four US PGA titles have come while wearing Nike Apparel.
Indeed all bar the last of the US Masters, in 2019, were won playing with Nike clubs as well.
The brand exited the golf club market in 2016 but stayed with Tiger Woods, and Rory McIlroy as brand ambassadors.
When Tiger’s world collapsed in 2013 the brand stuck with him, taking a lot of heat at the time but eventually proven right in commercial terms.
Regardless of his rare and not ever really in contention appearances in recent years, tiger remains the one golfer above all that commands the headlines, the interest, and the global spotlight.
In the Woods statement issued this afternoon on Instagram he said “Over 27 years ago, I was fortunate to start a partnership with one of the most iconic brands in the world. The days since have been filled with so many amazing moments and memories, if I started naming them, I could go on forever.”
“Phil Knight’s passion and vision brought this Nike and Nike Golf partnership together and I want to personally thank him, along with the Nike employees and incredible athletes I have had the pleasure of working with along the way. ”
Nike replied shortly afterward with the image above and a statement reading “Tiger, you challenged your competition, stereotypes, conventions, the old school way of thinking. You challenged the entire institution of golf. You challenged us. And most of all, yourself. And for that challenge we’re grateful.”
Fancy your forecasting talents for the year ahead? Why not join in our fun and free-to-enter forecast competition for the biggest events of the sporting calendar? Simply click on the image below to enter.
Join us for our first major event of the New Year when we will gather with a host of sporting and business leaders to look ahead to what 2024 holds in store.
Be part of the biggest community of sporting and business organisations in Ireland by becoming a member of Sport for Business and enjoying a host of benefits.
Enjoy more of what we have to offer with events. podcasts and a twice-daily news bulletin. Simply click on the images below to sign up for the free bulletin or find out more…
