John Kim One of the most storied partnerships in sports marketing history has ended. Amidst Nike’s plans to potentially shutter their golf business as a whole, there have been rumors that Swoosh would sever its ties with its most notable endorsers.
In nearly three decades, Nike and Tiger Woods have played an integral role in reshaping the perception of the sport. Once viewed as a “country club” activity exclusive to the upper and older class, golf has now been embraced by all ages and genders — and Tiger’s a major reason why the glass ceiling may be completely shattered. Woods first joined Nike in 1996, signing a multi-year deal reportedly worth around $40 million. In 2013, he signed a lucrative long-term extension — ten years for $100 million.
Throughout the peaks and valleys of Tiger’s career and personal life, Nike has always been by his side. We all remember when Tiger was juggling a golf ball with an iron before sending it a few hundred yards. We also remember the raw and honest ad that featured voiceover of his father Earl, which emerged after all the turmoil in Tiger’s personal life became front page news.
Nike began stepping away from the game of golf in 2016 when it announced it would retreat from the equipment portion of the business. Unable to compete with the big names in the category, Nike resorted to sticking with its bread-and-butter — shoes and apparel. Although it appears that lifestyle-inspired golf shoes like the Air Jordan 1 Golf and other Jordan Retro-inspired models will continue, it’s likely that the Swoosh will discontinue its pure performance Vapor line.
As for Tiger, he’s very much still part of the game. While it’s not clear what his next move, Tiger has been linked to a bevy of rumors. With his son Charlie poised to be a future star, this new familial duo could partner with an existing brand and start their own branch of Woods products, or they can venture off into their own independent label. Whatever the future holds, we know Tiger will forever be a part of the game.
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