Nike and Tiger Woods end 27 year-long partnership

Tiger Woods, Golf’s biggest star, has said goodbye to his 27 years-old partnership with Nike, the popular sport shoe brand. This brings to an end to one of the most famous commercial partnerships in sports.
Woods in a social media post thanked Nike co-founder Phil Knight for his “passion and vision” that brought them together when he turned pro. He writes: “Over 27 years ago, I was fortunate enough to start a partnership with one of the most iconic brands in the world. The days since have been filled with so many amazing moments and memories. Phil Knight’s passion and vision brought this Nike and Nike Golf partnership together and I personally want to thank him, along with the other 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.”
Nike also shared a social media post, saying: “It was a hell of a round, Tiger.”
“Tiger, you challenged your competition, stereotypes, conventions, the old school way of thinking,” the Nike post was captioned. “You challenged the entire institution of golf. You challenged us. And most of all, yourself. And for that challenge we’re grateful.”
The partnership began when Woods was 20 years old and was reported to be worth around $500 million over its lifetime. During this time, Tiger Woods became one of the most recognizable figures globally, winning 15 major championships.
The red shirts that Woods wore on the final day of majors became iconic and symbolized his dominance in the sport. Additionally, Woods featured in numerous TV advertisements for Nike, contributing to the brand's visibility and popularity.
However, now Nike is looking to cut costs, including scaling down its investment in golf. Nike ceased producing golf equipment in 2016. Tiger Woods's own career has been affected by injuries, and his last major victory was in 2019. A serious car crash in 2021 further limited his mobility and impacted his ability to play.
In 2022, Woods appeared at the Masters wearing FootJoy shoes instead of his customary Nikes, citing health considerations and the need for more stability due to the injuries sustained in the car crash. Nike supported Woods's decision and stated that they would work with him to meet his new needs.
This development reflects the changing dynamics in both Tiger Woods's career and Nike's strategy in the golf industry