As the world rang in the new year, the golf community had its eyes trained on Nike. It primarily centered around the anticipation of the potential conclusion of one of the longest-standing partnerships in sporting history: Nike and its number one player, Tiger Woods. But it looks like 2024 had something else in store for Nike shortly after it ended its equipment rollout. Australian PGA Tour golfer Jason Day entered 2024 with a bang, one that may not bode well for Nike; one that marked the first high-profile exit for the brand.  

Jason Day has switched sides from Beaverton to Los Angeles

Former World No.1 Jason Day, who is now a former Nike Ambassador, has found a new home at Malbon Golf. Unlike other big brands like TaylorMade and Greyson Clothier, who have dominated the golfing arena for quite some time, Malbon Golf is a relatively new brand in the golfing circle, based out of California. However, the deal with the 13-time PGA Tour winner is definitely a prominent step for the brand, which is trying to get its footing in the golf world.

The Australian will be the first PGA Tour golfer to be sponsored by Malbon Golf, seven years after its inception which makes this partnership a unique sponsorship milestone for Day and Malbon Golf alike. While his contract with Malbon Golf hasn’t been revealed, Day likely left behind one of the biggest contractual relationships of his career. “It’s a new Day. Excited to be joining #teammalbon,” Day wrote online ahead of competing in this week’s Sentry Tournament of Champions.

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The brand was founded by golf enthusiasts, Stephen and Erica Malbon, in 2017 and aims to “provide quality products, tell stories, and invite customers to take part in the community of like-minded thinkers that we have created.” Their mission is pretty straightforward: “To inspire today’s youth to participate in the greatest game on Earth.” Here is the first glimpse of Jason Day wrapped in Malbon apparel.

Meanwhile, it is noteworthy that Day had earlier split with TaylorMade in January 2021. Currently an equipment-free agent since 2020, Day has sported and worked with several brands like Titleist, Ping, and Bridgestone, the latter of which he has a deal with for golf balls. Golf balls by Bridgestone were able to make a direct connection with Day as he watched Woods make high spin around while hitting controlled short game shots.

According to Golfweek, in 2016, Day signed a $100 million contract with the American sports brand. Reportedly, with his departure from Nike, the 36-year-old Aussie will be leaving behind a hefty $10 million+ per year pay that Nike offered. While this move signified the end of a seemingly strong partnership, it could add to the already mounting concerns for Nike.

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Could Nike be in for an exodus?

2024 has started on a rather unpleasant note for Nike. With Jason Day leaving the brand and the veil of ambiguity around the Woods-Nike situation, the brand has a lot on its plate to figure out. In a recent episode of the No Laying Up podcast, there were claims that the brand is planning to outsource its golf business through an original equipment manufacturer.

There are rumors that Nike Golf could be run through Srixon or Cleveland. But the overarching belief is that the American giant could see some significant operational changes in the coming months. With speculations about Woods’ exit running amuck as well, Jason Day’s exit may have just opened the doors to players leaving the brand. 

However, the fact that fan favorites like Rory McIlroy and Nelly Korda are expected to continue their healthy partnership with the brand could offer some form of solace for Nike.

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