When Tiger Woods and Nike made official the end of their 27-year relationship on Monday, it didn’t come so much as a surprise – it had been rumored for a while – as it conjured up a moment of reflection.
That may sound strange.
It’s just a logo on Woods’ shirt and cap usually, but it has always felt like more than that. Tiger and Nike have been like besties, one always showing up with the other as both rose to remarkable heights.
It’s hard to find an image of Woods without the “swoosh” logo. Red shirt. White shirt. Pink shirt. The swoosh was there.
Same with the cap.
Woods has his own “TW” logo on his special line of Nike attire, but it’s still part of the Phil Knight universe. Some players change brands every year or so. Not Tiger.
He’s been with Nike since his “Hello, world” moment in 1996, and it has served him well. Knight, Nike’s co-founder and former CEO, would say the same about Woods’ influence on Nike.
In fact, both of them said as much on Monday.
“People will ask if there is another chapter. Yes, there will certainly be another chapter. See you in L.A.!” – Tiger Woods
On social media, Woods wrote: “Over 27 years ago, I was fortunate enough 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. People will ask if there is another chapter. Yes, there will certainly be another chapter. See you in L.A.!”
Nike responded, posting: “For over 27 years, we have had the honor to partner with Tiger Woods, one of the greatest athletes the world has ever seen. Throughout the course of our partnership, we have witnessed along with the rest of the world, how Tiger not only redefined the sport of golf, but broke barriers for all of sport. We watched him set records, challenge conventional thinking and inspire generations of people around the globe. We are grateful to have been a part of it. We wish him the best in the future.”
The partnership has been worth hundreds of millions of dollars for Woods who, like other top Nike athletes, has a building named for him at the company headquarters in Beaverton, Oregon.
When asked at the PNC Championship in December whether he was sticking with Nike, Woods made a point of saying he was still wearing the swoosh there. He signed a 10-year extension with Nike in 2013.
Earlier this year, Jason Day – another long-time Nike ambassador – announced he no longer would be wearing Nike attire, fueling speculation that Nike is planning to get out of the golf clothing business.
It is likely to be a different logo on Woods’ clothing when he is expected to make his 2024 PGA Tour debut next month at the Genesis Invitational near Los Angeles.
He continues to play Bridgestone golf balls and TaylorMade equipment.
Woods is at a different point in his career, having recently turned 48. He said late last year that he is hopeful of playing one tournament a month beginning in February and running through the summer. It would be the most competitive golf Woods has played since he played seven events in the 2019-20 season.
His departure from Nike has drawn comparisons to a similar separation involving Swiss tennis great Roger Federer in 2018. With his Nike deal expiring, Federer signed a nine-figure deal with clothing company Uniqlo and also became an investor in On, a Switzerland-based running shoe company that has become an international powerhouse.
The image of Woods’ Nike ball slowly tumbling into the hole during his famous chip-in on the 16th hole in the final round of the 2005 Masters remains a classic branding moment.
According to reports, Federer is said to have an approximate 3 percent ownership share in the company, worth north of $300 million. Whether Woods follows a similar path remains to be seen, though he and Federer have had a close relationship through the years.
As for Nike, it got out of the equipment side of golf in 2016. It had spent heavily when it got into the game, promoting Woods as its ultimate selling point, though other top stars used Nike equipment.
The image of Woods’ Nike ball slowly tumbling into the hole during his famous chip-in on the 16th hole in the final round of the 2005 Masters remains a classic branding moment.
Nike Golf equipment never fully caught on with consumers, however, and the company decided to back away from making clubs after being unable to crack the hold of established brands Titleist, Callaway, TaylorMade and Ping.
World No. 1 Scottie Scheffler was wearing Nike gear at the season-opening Sentry tournament last week, and Rory McIlroy and Brooks Koepka are still part of the Nike apparel brand. In December, the company announced layoffs as part of a $2 billion cost-cutting plan.
Tiger without the swoosh. That might take some getting used to.