08 January 2024 , 16:18
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Tiger Woods has announced he is no longer a Nike athlete, ending one of the most iconic sports branding partnerships of all time.
The 15-time major champion has been the face of Nike's golf products for the entirety of his professional career, but after 27 years he has decided to go in a different direction. Woods hinted the partnership could end at the PNC Championship in December and he confirmed the news in an emotional statement on Monday.
Woods has become synonymous with the Nike swoosh on his chest and he was at the center of many iconic advertising campaigns since bursting onto the scene as one of the biggest stars in all sports. The news is a massive blow to Nike, with Woods still the biggest attraction in the sport despite his injuries and limited playing schedule.
Woods is yet to announce what brand he will wear when he next takes to the course. He is due to play his first PGA Tour event of the year at Riviera Country Club in Los Angeles for the Genesis Invitational in February as he continues his comeback from ankle surgery.
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"Over 27 years ago, I was fortunate to start a partnership with one of the most iconic brands in the world," Woods said. "The days since have been filled with so many amazing moments and memories, if I started naming them, I could go on forever.
"[Former Nike CEO] 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 LA! Tiger."
Tiger Woods has been the face of Nike throughout his career. (Donald Miralle/Getty Images)Woods was snapped up by Nike while he was still an amateur and the "Hello World" marketing campaign that announced his arrival as a professional played a huge part in the 48-year-old's surge to mainstream popularity.
Woods quickly became the face of Nike Golf, fronting the marketing for the clubs, balls, accessories and apparel that made the brand a global force in the game. Woods also had his own "TW" line of products.
However, Nike Golf was shut down in 2016 after failed equipment launches, and Tiger has since used TaylorMade clubs and the Bridgestone Tour B XS TW ball. Woods still wore Nike apparel.
Woods' relationship with Nike was hugely lucrative, and it is estimated he was paid more than $500million (£392m) by the company over their 27-year association. But after winning all of his 82 professional titles in Nike clothing, it will be strange to see Woods sporting another brand in his next PGA Tour start.
Cracks had started appearing in Woods' relationship with Nike in the past couple of years. He has been spotted wearing FootJoy shoes on the course, saying they feel more comfortable in the wake of the injuries he suffered in a serious car crash in 2021. The admission was bad PR for Nike given that Woods has snubbed its line of footwear that sported his own name.
Woods' split with Nike follows one-time major champion Jason Day's decision to sign with clothing brand Malbon. Nike still counts Rory McIlroy, Brooks Koepka and Scottie Scheffler among its players.