Golf before Tiger Woods was a different sport altogether. Not so in terms of the rules of the sport, but the attention it gets from the general public. The 15-time Major Champion became the sports idol of many with his illustrious career as an athlete. To complement his accolades further, Woods also acquired an endorsement from one of the biggest apparel brands in the world.

The hallmark, as evident in most successful athletes, is their involvement with Nike. The brand has become synonymous with athletic excellence, and the athletes competing under their banner share the same approbations. Despite the recent challenges in their relationship, Tiger Woods remains one of Nike’s enduring and triumphant endorsers, contributing significantly to the brand’s dominance, even using a personal update to outshine a business competitor.

Tiger Woods announces dalliance with Vonn through the behemoth Nike

Tiger Woods and Lindsey Vonn made their relationship public via a Facebook update. Absurdly, the picture used by the athletes for the exposure ended up triggering a major marketing skirmish between Nike and Under Armour. Tiger Woods uploaded four pictures, captioned, “Lindsey and I have been friends for some time, but over the last few months we have become very close and are now dating”. Woods had donned a Nike golf shirt and brandished the brand’s iconic swoosh sign proudly. Lindsey Vonn, who was an Under Armour athlete, wore a zip-up jacket with the UA logo, but it was barely visible. As per an analytical study in Baltimore Business Journal, it set the marketing machinery in motion.

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A David versus Goliath battle had ensued between Nike and Under Armour, which was 1/3rd the size of its adversary. In a splendid marketing move, Lindsey Vonn reciprocated with a similar move during her first news conference at the PyeongChang Games. Using her coiffed-up hair, the marvellous skier hid the Nike swoosh on her Team USA jacket. The rivalry was resolved when Woods and Vonn split up. Now that Nike and the golfing legend are ready to part ways, the tensions have flared up once more.

Golfing brand dynamics to change

Nike announced its decision to end their $500 million partnership with Tiger Woods before the PNC Championships. Surprisingly, the brand also hinted that it is “planning to license out its entire golf business”. In the aftermath of this announcement, chaos and confusion have settled in the golf fraternity. Nike endorses athletes such as Rory Mcllroy, Scottie Scheffler, and Brooks Koepka.

‘Give Him a Break’: Years Before Taking a Jibe at Tiger Woods, Ex Lindsey Vonn Famously Defended Him For a Poor Week of Golf in 2013

Sam Poser, a William Trading Analyst, believes that this decision will not only hurt the sport but also “do long-term damage to the brand”. Any major player would be happy to swoosh in and take Nike’s place in golfing. Now fans are asking if that could be Under Armour. Comment with your answer below.

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