Introduction:
For over 20 years, Tiger Woods and Nike defined greatness in golf. Their partnership shaped the sport in profound ways and captivated fans around the world. But with Nike announcing its exit from the golf equipment business in 2016, it marked the end of one of the most influential athlete-brand relationships in history.
In this post, we’ll take a nostalgic look back at the Nike-Woods partnership. How did it start? What made it so successful? And is it really over for good? Grab your clubs and let’s tee off on a walk down memory lane.
Did Tiger Woods ever use Nike golf clubs?
Absolutely. When Woods turned pro in 1996 after two years at Stanford University, he signed a 5-year, $40 million endorsement deal with Nike. The contract included using Nike clubs and golf balls.
Prior to that, Woods had actually played Titleist equipment as an amateur. But Nike saw the young phenom’s talent and marketability. They aimed to not just sponsor Woods, but build an entire golf brand around him.
So Woods ditched his Titleist clubs and started using Nike gear at the onset of his professional career. At just 20 years old, he won his first major at the 1997 Masters using a set of Nike blades and Nike golf balls. And he used Nike equipment for the rest of his historic career.
How old was Tiger Woods when he started playing golf?
Tiger Woods was only 2 years old when he first started playing golf. He appeared on The Mike Douglas Show in 1978 at age 2, where he putted against comedian Bob Hope. Woods stunned the audience by showcasing swing skills and coordination way beyond his years.
His father Earl Woods deserves much credit for nurturing Tiger’s once-in-a-generation talent at such a young age. Earl was a single-digit handicap golfer and one of the first African American college baseball players at Kansas State University.
Earl gave Tiger a cut-down set of clubs when Tiger was just 6 months old. He then built a make-shift practice area in the garage with a mat, net, and foam padding for Tiger to hit balls into. By age 2, young Tiger was already driving the ball with fantastic form.
When Tiger was 3, he shot a 48 over 9 holes at the Navy Golf Course near the family’s home in Cypress, CA. Many of his peers were just learning to walk at that age, while Tiger could drive the ball over 100 yards!
His talent continued developing rapidly. By age 8, he won the 9-10 boys’ event at the Junior World Golf Championships – the start of a storied junior career. He went on to win this prestigious tournament a record six times in a row through age 15.
The Early Days – Woods Signs with Nike & Turns Pro (1996)
After two spectacular years playing college golf at Stanford University, Woods decided to turn pro in 1996. Every major brand wanted to sign the young phenom, who had been a household name since age 2.
But Nike emerged as the winner of the “Tiger Woods Sweepstakes” when they signed him to a 5-year, $40 million contract in 1996. At the time, it was among the most lucrative endorsement deals ever for an athlete in their early 20s.
Woods had actually played Titleist equipment through college. But he switched to playing Nike’s new forged blade irons and solid construction Tour Accuracy golf ball as a professional.
The Nike deal was about far more than just giving Woods golf clubs and balls. The swoosh brand set out to dominate the golf world using Woods as the face of the company.
They launched their golf equipment division in 1998, focused on leveraging Woods’ success to build an entire brand in golf. Television ads featuring dramatic shots of Woods alongside the slogan “Hello World” introduced Nike Golf to the masses.
Nike’s goal was no less than turning the golf industry upside down. Thanks to Woods, they succeeded. Within just two years, Nike Golf generated over $600 million dollars in revenue.
The Glory Years – Dominance in the 2000s
Woods and Nike Golf reached incredible heights together in the 2000s. This era defined their powerful partnership.
During these years, Tiger cemented himself as one of the most dominant athletes ever. He held the world #1 golfer ranking for an astonishing 264 weeks between 1999 and 2004.
In this stretch, he won seven major championships while achieving 10 PGA Tour wins in a season three different times. No male golfer in history has ever put together a more dominant stretch.
Powering this run was Woods’ complete set of Nike clubs, Nike Golf attire and the Nike Golf ball. He helped the young brand quickly emerge from upstart to major player almost overnight.
Woods achieved all four of his consecutive major wins, the epic “Tiger Slam”, using Nike equipment from 2000 to 2001. His mastery during this stretch led many experts to call him the greatest golfer to ever play.
Off the course, Nike leveraged the Woods phenomenon into massive growth throughout the 2000s. Woods was nothing short of a cultural icon at this time. “TW” Nike caps and apparel became ubiquitous, even among non-golfers.
Nike’s ads portrayed Woods as almost superhuman, showcasing epic drives and clutch putts over the tagline “I am Tiger Woods.” This cemented the golfer’s status as the undisputed face of the sport.
By the early 2000s, Nike Golf had reached over $1 billion in sales – an inconceivable achievement in such a short time. Woods had made his brand a powerhouse.
Controversy & Comeback – How the Brand Stood by Tiger
The revelations about Tiger Woods’ personal life in late 2009 changed everything. Sordid stories of marital infidelity and reckless behavior tarnished the once-pristine Woods.
Many sponsors severed ties with Woods. Global consulting firm Accenture immediately dropped him, citing Woods as “no longer the right representative.” The losses for Woods were estimated to be upwards of $50 million in the ensuing months.
But Nike stood by their man through the scandal. Their full support helped Woods regain his footing professionally and remake his game.
Woods took an indefinite break from competitive golf, not playing a major in all of 2010. Many analysts believed his career was permanently derailed. But Woods and Nike both stated their commitment to rebuilding the brand.
By 2013, Woods regained his ranking as World #1 golfer. He had successfully rebuilt his game and public image after turmoil few athletes endure. The steadfast support from Nike was a major factor in getting Woods’ career back on track.
This loyalty in Woods’ lowest moment only strengthened the bond between the two. Woods responded with a tearful embrace with his mother after winning the 2019 Masters, his first major in over a decade.
Nike had notably produced an inspirational ad in 2015 centered on Woods with the message “Even When I Fall”. This captured the spirit of resilience in both the athlete and brand partnership.
Is the Greatest Partnership in Golf Really Over?
Nike shocked the golf world by announcing an exit from the equipment business in 2016. They stopped making clubs, balls and bags – only continuing apparel and footwear.
This severing of equipment ties has left the future unclear for the most successful brand-athlete partnership golf has ever seen. Woods still wears the trademark Sunday red Nike shirt and hat that became his signature look.
But he now uses TaylorMade drivers after playing Nike clubs his whole career. And Woods uses a Bridgestone Golf ball even though he helped build the Nike ball into a core part of their golf division.
Tiger Woods and Nike together achieved the unthinkable. Their partnership spearheaded growth of golf among young fans to levels the sport had never seen.
For over 20 years, the Woods-Nike relationship exemplified greatness. Woods’ chase of Jack Nicklaus’ major record seemed destined to climax in the swoosh cap and stick.
But with Nike pulling out of equipment, many fans are left nostalgic for that era. The now 47-year-old Woods using anything but his trusty Scotty Cameron putter and Nike VR Pro blades simply looks odd.
While the player-brand relationship will continue in apparel, the iconic sight of Tiger Woods winning majors with Nike clubs may be history. It was a partnership that changed golf forever.
Conclusion:
The almost storybook run between Tiger Woods and Nike Golf has come to an end. Or has it? While Nike has stepped away from equipment, the legacy of this powerful partnership is cemented. It reflected sport marketing genius – the breakthrough athlete fused with an innovative brand out to conquer the world. But more than anything, it was fun for golf fans to watch greatness unfold.
Sure, we may look on with nostalgia and wish we could rewind the clock to 2006 with Tiger in his trademark Sunday red. But the magic produced in over 20 years of Woods and Nike together will never be forgotten. It was bigger than golf, and defined an era.
So while Tiger Woods may not carry a Nike driver or play a Nike golf ball in his next major win, he’ll still have that iconic Swoosh on his hat and shirt. This bond between athlete and brand transcended the game of golf. That’s why it will never truly be over.
