Tiger Woods, Nike relationship: From unprecedented signing to controversy and 2019 Masters
A look back at the iconic partnership between Tiger Woods and Nike, from their initial deal to Woods' recent announcement of ending the brand ambassadorship.
Woods and Nike strike a deal
Tiger Woods signed his first endorsement deal with Nike in 1996, worth $40 million over five years. It was a gamble for Nike, as they had never before invested in a golfer who hadn't played professionally. However, Woods' success quickly made the partnership worthwhile, as he won the 1997 Masters and became the world's top-ranked golfer.
In 2001, Woods signed a second Nike contract, a five-year extension worth $105 million, making it the richest endorsement deal in sports at the time. Throughout their partnership, Nike and Woods produced several memorable moments in golf.
Nike took a risk by investing in Woods before he turned pro, but it paid off immensely as the golfer achieved unprecedented success on the course.
Tiger and Frank
Tiger Woods and Nike collaborated on various commercials, some of the most catchy ones featuring Tiger's talking head cover, Frank. Played by actor Paul Giamatti, Frank provided comical golf advice to Woods in these ads. One commercial showed Frank asking Woods not to dump his blade in the bunker, while another promoted Nike fairway woods using a conversation about tungsten plugs at a barbershop.
These commercials showcased a more personable side of Woods, who was often seen as stoic. They added an element of humor to the partnership between Woods and Nike.
One of the most memorable commercials featured Tiger juggling a golf ball for 28 seconds before hitting it mid-air. This ad brought considerable publicity to Nike, as it reportedly only took Woods four takes to complete the shot.
Nike stands by Tiger
In 2009, Tiger Woods was involved in a highly publicized infidelity scandal that led to the termination of several sponsorship deals. However, Nike decided to stand by Woods and continued their partnership, despite other companies severing ties.
Phil Knight, the chairman and co-founder of Nike, expressed his support for Woods, stating that the scandal would be a minor blip in his career. Nike's unwavering commitment to Woods during this difficult time showcased the strong bond between the athlete and the brand.
While other sponsors distanced themselves from Woods, Nike maintained their partnership and demonstrated loyalty to the golfer during a challenging period.
Masters comeback
Tiger Woods' victory at the 2019 Masters was a momentous achievement in his career. After a major title drought since 2008 and personal setbacks, many doubted Woods' ability to win another major tournament. However, he defied the odds and claimed his fifth Green Jacket.
Following his victory, Nike released a new ad featuring Woods' career highlights, including the iconic 2005 Masters chip and his famous fist pump. This commercial celebrated Woods' achievements and showcased the enduring partnership between the golfer and Nike.
The 2019 Masters win cemented Woods' comeback and solidified his place in golf history. It also served as a reminder of the successful collaboration between Woods and Nike, which had spanned over two decades.
