After 27 years with the brand, Tiger Woods announced the end of his relationship with NIKE Golf. The split ends one of the most lucrative partnerships in NIKE’s history.
The split, though unsettling, has been rumored for a while. The rumblings started at the 2022 Masters when Woods was seen sporting FootJoy shoes rather than his signature NIKE silhouette. Woods has continued to wear Nike apparel the past several years but was no longer using the brand’s clubs after they left the hard-goods business in 2016.
Now Woods, who indicated he is ready to play more competitive golf in 2024, is an apparel free agent.
Woods started his partnership with Nike upon turning pro in 1996, making a reported $500 million over the life of the partnership. His initial multiyear contract with NIKE was reportedly worth $40 million, which was the richest endorsement deal for a professional athlete in history at the time.
Woods renewed his contract three times in his career, including when he signed a 10-year extension in 2013 worth a reported $200 million according to The Oregonian.
It was an iconic partnership. Woods captured the 1997 Masters in his trademark red NIKE shirt and would later become the first player to win a major championship using NIKE equipment when he put a NIKE Tour Accuracy golf ball in play at the 2000 U.S. Open, which he won by 15 shots.
He would go on to add NIKE clubs in the following years. By the 2005 Masters, Woods was using 13 NIKE clubs—he would go to win six majors with 13 NIKE clubs over the ensuing four years.
All 15 of his major victories featured Woods decked out in the NIKE swoosh logo. Some of the most famous golf marketing (including several memorable commercials) came out of the Woods-NIKE relationship.
“Tiger, you challenged your competition, stereotypes, conventions, the old school way of thinking,” NIKE said in a social post. “You challenged the entire institution of golf. You challenged us. And most of all, yourself. And for that challenge we’re grateful. It was a hell of a round, Tiger.”
Even still, Woods looks back fondly on his nearly three decades wearing the swoosh.
“Over 27 years ago, I was fortunate to start a partnerships with one of the most iconic brands in the world,” Woods said in a statement. “The days since has been filled with so many amazing moments and memories, if I started naming them, I could go on forever.”
Woods’ departure from NIKE—coupled with Jason Day leaving NIKE to sign with Malbon—still leaves us with unanswered questions about Nike’s future in golf apparel. NIKE recently announced plans to cut $2 billion in costs over the next three years, which would include layoffs of hundreds of employees.
And what will Woods be wearing when we see him next? We’re going to have to wait to find out.
His final statement offers at least some semblance of hope that this isn’t the end of the TW brand.
“People will ask if there is another chapter. Yes, there will certainly be another chapter.”
JW
4 months ago
Nike needs to up their game. The quality of their stuff has gotten so bad. It isn’t easy to find anything of good quality from them in any sport.