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Tiger Woods and Nike End Partnership After 27 Years

Tiger Woods and Nike End Partnership After 27 Years
(Scott A. Miller via ZUMA Wire/Alamy)

After a 27-year partnership, Tiger Woods and Nike have announced the end of their collaboration. The golfing icon had been affiliated with the iconic sportswear brand since he turned professional in 1996, and their association has become synonymous with excellence and success.

A statement by Woods released on X (formerly Twitter) read: “Over 27 years ago, I was fortunate 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, if I started naming them, I could go on forever.

“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!”

In their own statement released on Instagram, Nike said: “Tiger, you challenged your competition, stereotypes, conventions, the old school way of thinking.

“You challenged the entire institution of golf. You challenged us. And most of all, yourself. And for that challenge we’re grateful.”

History

Tiger Woods’ partnership with Nike began in 1996, signing a $40m (£31.5m) five-year contract, shortly after he turned professional. At the time, Woods was a rising star in the world of golf, and Nike saw the potential in aligning their brand with his talent and charisma. The collaboration quickly proved successful, as Woods went on to achieve numerous wins, including 14 major championships, while wearing Nike gear.

Nike’s marketing strategy centered around Woods’ image as a determined and relentless competitor, aligning with their “Just Do It” slogan. The iconic swoosh logo became a symbol of Woods’ dominance on the golf course, and their partnership helped elevate both the golfer and the brand to new heights.

What Next for Woods?

Tiger Woods is expected to return to the course for the Genesis Invitational something he hinted in his statement on social media. Last month, Woods said that he would be aiming to participate in “a tournament a month” during 2024.

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