Nike and Tiger
Nike and Tiger… Depending on your age, it’s conceivable that your introduction to the NIKE “Swoosh” happened because of Tiger Woods.
No one wore it “louder,” “prouder,” or longer than Tiger. It’s contained in the agreement with all of NIKE’s partners, that no other logo will appear on their shirts. So, for 27 years, that swoosh was front and center whenever we saw Tiger perform.
If you are a little older, maybe you think of Michael Jordan when you think of NIKE, but honestly, then, the logo was somewhat buried on the shoes of basketball players. The swoosh wasn’t as prominent as it was on Tiger’s chest.
NIKE and Tiger
We learned this week that Tiger and NIKE are mutually ending their 27-year partnership. Both parties were effusive in their praise for the other. I do believe it’s mutual. First, let’s not forget, when others bailed on Tiger after 2009, NIKE didn’t. They stayed in his camp. Through all of his injuries, and for the years, years, he wasn’t able to play, NIKE stood by him, despite the fact that that swoosh wasn’t appearing on our TV screens on Sundays.
It’s hard to say that NIKE didn’t stand up to their end of the bargain. And then, there’s Tiger. When healthy, and playing, it’s impossible to say that HE didn’t stand up to his end of the bargain. Who can forget the tight shot of his NIKE golf ball on the 16th hole of the 2005 MASTERS as it slowly rolled toward the hole, lingered on the edge, before falling into the cup for one of the most memorable shots in MASTERS history. Yes, this was a 27-year business relationship by which both parties benefitted.
https://youtu.be/WJEysanOT7w?si=FMP3GUEP_mGPlpu6
Who Benefitted More?
The announcement did get me thinking though, which party benefitted more from the relationship? Let’s look at that for a moment. Let’s start with Tiger. Ok, first off, the money he was paid. Speculation has it in the neighborhood of half a BILLION dollars. They created shoes, balls and clubs for him. Provided his tournament attire for nearly 30 years.
What did NIKE get from the relationship? For me, that’s a little grayer… Tiger’s clothing line never really did take off with recreational golfers. Hardly anyone ever played their golf ball. And their golf club business dissolved nearly a decade ago. They did have their logo in everyone’s living rooms for almost 30 years. I’m sure the other golfers in the NIKE stable, Rory McIlroy to name one, were influenced by Tiger’s decisions, but I think it might be hard to say that NIKE’s $500,000,000 investment was worth it. After all, in 2024, they are basically what they were forty years ago, a shoe company. Nothing wrong with that, maybe THE shoe company. But golf? Not so much.
The Future
So, moving on. NIKE will continue what they’ve been doing, making some of the most popular shoes in sports. And they still have Michael Jordan to thank for that. They will still display the “swoosh” on college football uniforms nationwide. On jerseys worldwide. Tiger, that’s another question. Apparently, we’ll find out shortly when he comes to Los Angeles for his Genesis Open tournament next month. Will he keep it simple and just sign with another company and wear their product? Or will he and his team decide its time (which it’s not) to create their own line of clothing? We’ll just have to wait and see.
It’s fair to say though, it will look odd the next time we see Tiger, without the swoosh.
It All Started In Augusta
