It’s the end of an era.
Tiger Woods announced Monday he is no longer a Nike brand ambassador and teased that another endorsement deal is coming. The announcement marks the end of one of the most iconic partnerships between an athlete and brand.
Woods has only worn Nike as a professional golfer and signed multiple deals with Nike throughout his career, with his most recent one being a reported 10-year agreement worth around $200 million in 2013. He and Nike became synonymous as Woods quickly became the face of golf and won countless tournaments while wearing his classic red Nike polo on Sundays. Nike eventually launched an apparel line with Woods that featured its logo and a TW logo. It’s estimated that in Woods’ final round of his winning 2019 Masters, Nike earned $22.5 million in brand exposure, according to Reuters.
Several other acclaimed PGA Tour golfers wear Nike apparel, including Rory McIlroy, Brooks Koepka and Scottie Scheffler. With Woods’ exit from Nike, it calls into question the future of the company’s relationship with golf. Woods is not the only golfer to leave Nike recently — Jason Day is now with Malbon, an up-and-coming brand. Nike closed its equipment line in 2016, forcing Woods to switch to TaylorMade clubs and Bridgestone balls.
Regardless of where Nike’s golf division goes from here, it’s clear Woods played a pivotal role in the company’s blossoming involvement in the sport. The over 27-year relationship between Woods and Nike produced several memorable moments. Below are a few highlights of the partnership.
Woods and Nike strike a deal
Woods turned pro at 20 years old in August 1996. He won three consecutive U.S. Amateur titles and won the NCAA individual golf championship while at Stanford University.
Before he teed it up at his first pro event, the Greater Milwaukee Open, Woods signed a five-year endorsement deal with Nike worth $40 million. His announcement to the world that he was turning pro was two words.
“Hello, World.”
It was small in comparison to his future Nike deals. But at the time, it was a gamble from Nike. Never before had the company invested in a golfer who hadn’t yet played professionally.
The investment paid off. Less than a year later, Woods won the 1997 Masters. He won three more PGA Tour events in 1997. In just his 42nd week as a professional, Woods was the No. 1 ranked golfer in the world.
In 2001, five years after signing his first deal, Woods inked his second Nike contract. It was a five-year extension worth $105 million, the richest endorsement deal in sports at the time, according to multiple reports.
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Ten looks we'll remember from 27 years of Tiger Woods wearing Nike
Tiger and Frank
Tiger and Nike have done several commercials throughout their partnership. The catchiest were his ads with Frank, Tiger’s head cover. Frank, voiced by actor Paul Giamatti, poked fun at Woods, giving him golf advice in a comical way.
In one commercial, as Woods is lining up to hit an iron shot, Frank asks, “Do me a favor and don’t dump that blade in the bunker, OK?” Another ad shows Frank and Tiger at the barber shop discussing tungsten plugs in order to promote the new Nike fairway woods.
These commercials showed the often stoic Woods in a more personable manner.
The 1999 commercial featuring Tiger juggling a golf ball for exactly 28 seconds before hitting it mid-air and launching it down the fairway was an instant classic. What’s wild is that it reportedly only took him four takes.
Nike stands by Tiger
It wasn’t always a perfect relationship between Nike and Woods. In 2009, Tiger became embroiled in an infidelity scandal, with details of his extramarital affairs becoming public. Several sponsors severed ties with Woods, including Accenture, AT&T, Gatorade and General Motors.
Not Nike.
Phil Knight, the chairman and co-founder of Nike, stood by Woods and the pair continued their partnership.
“When his career is over, you’ll look back on these indiscretions as a minor blip,” Knight said at the time.
The famous Masters chip
Is there a more famous shot in golf history? Final round at the 2005 Masters. The par-3 16th. Tiger’s tee shot finds the left green side rough, narrowly avoiding the bunker.
He scans the green. He needs to aim far out to the left. He hits his chip shot. The rest is history.
The ball rolls down the slope. Stops at the hole before dropping for birdie. Tiger exudes his trademark fist pump.
“In your life have you seen anything like that?” Verne Lundquist said on the CBS broadcast.
“Oh wow!”
Tiger Woods’ chip on the 16th hole in 2005 is simply unforgettable. #themasters pic.twitter.com/e45X1HJdn1— CBS Sports (@CBSSports) April 3, 2018
Tiger went on to win the Masters, his fourth Green Jacket. The significance of this shot wasn’t just on the tournament’s outcome but also on Tiger’s partnership with Nike. As the ball stopped before the hole, the camera zoomed in. The Nike swoosh was visible on the screen. According to multiple reports, Nike made approximately $1 million of free publicity from the highlight being shown repeatedly.
It truly was a million-dollar chip.
Masters comeback
Woods’ 2019 Masters win is one of the signature victories throughout his historic career. He hadn’t won a major since 2008 and was dealing with several injuries and personal scandals. Not many people believed Tiger could win another major.
Immediately after he won his fifth Green Jacket, Nike aired a new ad, showcasing several of Woods’ career moments. The 2005 Masters chip. The fist pump that sent Tiger to a playoff with Rocco Mediate at the 2008 U.S. Open. Falling to his knees due to pain after hitting a shot. It ends with Woods as a child saying he’ll beat Jack Nicklaus.
This commercial illustrates the longstanding partnership between the golfer and sportswear company.
Required reading
(Photo: Andrew Redington / Getty Images)
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