A Sign of Times in the PGA Tour? Does Jason Day’s Nike Snub Pave the Path for New Entrants in the Market?

All signs indicate that 2024 is going to witness some major shakeups as far as endorsement deals are concerned. The rumor mill first started churning with Tiger Woods. The 15-time Major winner, a poster boy of Nike for 27 years, is said to be parting ways with the brand. In fact, his last deal with Nike came in 2013, for ten years. Although Woods was tight-lipped about the future of his partnership, at the PNC Championship, he once again sported FootJoy instead of the familiar Swoosh.

Moreover, reports also emerged that Charlie Woods has found a new sponsor, and it is not Nike. Greyson Clothier is a brand with a relatively lesser footfall in golf. Justin Thomas, Luke Donald, and Eric Von Rooyen are the ambassadors of the brand. Allegedly, Greyson has signed a deal with Charlie Woods. Before we got any confirmation on any of the deals, Jason Day shocked the golf world by ditching Nike in favor of streetwear brand Malbon Golf, and Xander Schauffele ignited the flames by appearing on Descente.

Jason Day’s Nike exit hints at changing perceptions

Why did Jason Day leave Nike? The Aussie wanted to look fresh—something different from the rest. Malbon Golf offered him the chance to bring the baggy-fit clothes back once again. Although many pointed out that it looked like Tiger Woods’s tees from the early 2000s, Day preferred comfort over athletic-fit tees. “There’s nothing worse than when you’re playing golf and you put a sweater on or something like that, and it just feels so restrictive. You’re restricting your swing.”

Moreover, Stephen Malbon, the CEO of Malbon Golf, said in a recent interview that it’s all about letting authenticity flow through the apparel. If you know your golfer only in polos, then do you know the person behind the professional golfer? Which is why Stephen Malbon looks up to the NFL and NBA.

Stars, regardless of how big, often appear in casual dresses and gym clothes, even in pressers and during tunnel entrances. Can you imagine that in golf? Malbon wants to break the game free of that rigidity. In a chat with Forbes last year, the CEO said, “Young people pay attention to Hypebeast or Complex, so the fashion stuff is a very easy and direct way to get to younger people and kind of let them see that.”

The success of TopGolf and the popularity of Netflix docuseries like Full Swing also evince that. To bring the youth to the golf course, Woods has partnered with Justin Timberlake for T-Square Social. Bryson DeChambeau, too, has joined the bandwagon. The new brands coming to the forefront are also a sign of the changing times.

Nike is not the only big brand to suffer

It’s not just Jason Day who is sporting a brand in Hawaii. Xander Schauffele, too, has said goodbye to his long-time apparel sponsor, Adidas. American International has partnered with Descente, a Japanese brand known for Skii apparel. 

Schauffele has been with Adidas since 2018, the year he won the PGA Tour Rookie of the Year award. However, the seven-time PGA Tour winner landed on Maui wearing Descente tees. In fact, his caddie, too, was seen sporting Descente tees.

If Schauffele moves away from the megabrand, it will mark the third major name to move away from Adidas. Earlier last year, the brand parted ways with Dustin Johnson and Sergio Garcia. The brand didn’t fit into DJ’s plan for his team. Whereas, the sports giant didn’t sign any contract extensions with Sergio Garcia. On the other hand, it also marks the coming of entrants into the market.

Read More: The Brazen New World: Is the PGA Tour Digging Its Own Grave With $20M Limited Field Signature Events?

Reportedly, Nike is mulling over a business overhaul that will significantly impact how Nike Golf functions. The megabrand is planning to run its golf business through Srixon or Cleaveland, two original equipment manufacturers. Notably, the brand discontinued its golf equipment business seven years ago due to heavy losses. Whether something as drastic as that will happen or not, only time can tell; the recent developments at the Oregon HQ don’t raise hopes.

On the other hand, No Laying Up Podcast reported that TaylorMade Golf, another OEM, is planning to expand its golf apparel business. Job postings on their website indicate as much. Apparently, Brooks Koepka, Rory McIlroy, and Tiger Woods are waiting for TalyorMade’s announcement before parting ways with Nike.

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