Tiger Woods parts ways with Nike after 27 years
Nike has played a key role in shaping Tiger Woods' image and has been a part of many of his iconic golf course moments
American golf great Tiger Woods has ended his 27-year association with sportswear company Nike. The two entered a partnership in 1996 when Woods was just 20 years old and at the cusp of his professional journey. The brand brought him on board for five years with a contract worth $40 million. Today, the partnership has generated about $660 million for Woods.
The iconic partnership is regarded by many as one of the most successful and enduring athlete-brand relationships of all time.
The two have collaborated for many signature golf apparel, footwear and equipment, the most well-known being the "TW" logo fashioned after Woods' initials.
Nike has been an influential force in building Woods' image and has been a part of many of his iconic golf course moments.
Woods released a statement: “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."
"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," said Nike in its Instagram post dedicated to Woods.
View this post on Instagram
The two have teamed up for some iconic campaigns, such as the "I am Tiger Woods" campaign in 1996, showcasing the then-budding golfer's skills.
During his much-publicised scandal, Nike even stood by Woods to release the "Winning Takes Care of Everything" campaign in 2013. Understandably, the campaign acquired notoriety for its supposed implication, justifying his personal foibles with his athletic achievements.
