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Tiger Woods went from “Hello, World” to saying goodbye to Nike.
Woods officially announced on Monday that the partnership between golf’s biggest star and the powerful Swoosh brand is ending a 27-year relationship, ending months of speculation, but the move marks the latest in the golf world. It casts doubt on the future of both.
In a social media post, Woods thanked Nike co-founder Phil Knight for the “passion and vision” that brought them together when he turned pro.
“Over 27 years ago, I was fortunate to begin a partnership with one of the most iconic brands in the world,” Woods wrote. “The days since then have been filled with so many wonderful moments and memories. Once you start naming them, you can go on forever.”
Excel Sports agent Mark Steinberg confirmed the termination of Woods’ contract, which began in 1996 when he won three consecutive U.S. Amateur titles and turned pro.
“Hello world, I guess?” Woods, 20, said at the Greater Milwaukee Open.
Nike launched its “Hello, World” campaign two days later, and Woods lived up to the hype. In less than eight months, he’s already won four times, including a watershed Masters victory in which he became the first black golfer to win a major.
“It’s time to move on to the next chapter,” Steinberg told The Associated Press. “Great run. Great partnership.”
Nike also posted a photo on social media saying, “One hell of a round, Tiger.”
Nike’s post was captioned, “Tiger, you challenged competition, stereotypes, convention, and old ways of thinking.” “You challenged the entire golf world. You challenged us. And most of all, you challenged yourself. And we are grateful for that challenge.”
Woods signed a five-year contract worth $40 million when he turned pro. This was a shocking amount at the time to most people in the industry except Nike and his father.
“Chump change,” the late Earl Woods once said, and those words have been proven correct. Woods renewed his contract in 2001 for what is believed to be more than $100 million. His eight-year contract in 2006 was reportedly worth $160 million, and his most recent contract was reportedly signed in 2013 for $200 million.
Like athletes around the world, Woods became the face of Nike Golf and had his own “TW” brand.
On the golf course, Woods became the youngest player to win a Grand Slam at age 24, is the only player to hold four major titles at the same time, and won the US Open by 15 strokes, the largest margin of victory in a major. I got it. in the history of golf.
But in recent years there have been signs that the relationship is breaking down. Woods returned from a February 2021 car accident that shattered a bone in his right foot wearing Footjoy shoes, and said they were comfortable considering the injury.
Woods said Nike, which has a long history of making shoes, wore shoes until last month’s PNC Championship, when he played with his son.
Asked about his contract with Nike, Woods said, “I’m still wearing their product,” and sternly repeated the phrase when asked if that was the end of his contract.
More than just his face, Woods unwittingly created a big moment for Nike. That’s comparable to his victory at the 2005 Masters. The ball he hit from below the 16th green rolled up the hill and back toward the hole. He was caught on the edge for a full second before the ball dropped, with the Swoosh in full view. This remains one of his most famous moments from golf’s most-watched tournament.
One year, when he was filming a commercial, Woods started bouncing a golf ball with a club between takes. This led to where he bounced the ball into the club between his legs and behind his back before hitting it in the air.
“Throughout our partnership, we and others around the world have witnessed how Tiger not only redefined the sport of golf, but broke down barriers across the sport,” Nike said in a statement. “We watched him set records, challenge conventional thinking and inspire generations of people around the world. We are thrilled to be a part of that. We are grateful and we wish him all the best for the future.”
Woods has 15 major wins, second only to Jack Nicklaus (18), and is tied with Sam Snead with 82 PGA Tour wins. But his growth has slowed in recent years due to five back surgeries, torn ligaments in his reconstructed left knee, a 2021 car accident and age. He turned 48 at the end of last year.
Nike supported him when his personal life fell apart due to an affair in 2009 and when his schedule was drastically reduced due to foot and back injuries. Woods made a successful comeback from fusion surgery and won his fifth green jacket at the 2019 Masters.
Nike is also showing signs of a slowdown in its golf business. The company decided to exit the hard goods business in 2016, leaving Woods to play with a different club and a different golf ball.
Meanwhile, Nike said in its recent earnings call that it plans to cut $2 billion over the next three years, raising questions about how much it will continue to invest in golf.
The company still has a steady roster of golfers who wear the company’s apparel, including Scottie Scheffler, the No. 1 player in the world who wears TW brand shoes, Rory McIlroy, and Nelly Korda. Former No. 1 player Jason Day did not renew his contract this year and moved to another apparel company.
Woods is optimistic he can play once a month in 2024, likely starting next month at the Genesis Invitational in Los Angeles.
Steinberg said he is working on a new contract and expects “there may be some exciting announcements” at the Genesis Invitational.
Woods expressed a similar opinion.
“People will ask if there will be a next chapter,” Woods wrote in the post. “Yes, there is definitely a next chapter. See you in LA!”
Doug Ferguson is an AP golf reporter.
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