Nike’s been leading the charge and leaving its Swoosh all over golf. From that groundbreaking $40 million deal with a young Tiger Woods in 1996 to transforming the Sunday red into a cultural phenomenon, it hasn’t just been a brand—it’s been golf’s storyteller. They turned golf apparel from mere functionality into fashion statements. Nike left the golf gear game, but one TGL appearance from Tom Kim got everyone thinking, there might be a comeback.

Tom Kim officially joined Team Swoosh in 2023, wearing Nike gear on tour. From his cap to his kicks, he was repping the brand loud and proud at the Sentry Tournament of Champions in Hawaii. This time, a social media post has reignited discussions about Nike’s future in golf, suggesting that the brand’s influence in the sport might be entering a new chapter. Best believe it’s gonna good. 

Tom Kim’s new look sparks Nike’s return rumors

Golf’s social media landscape ignited when Golf Projects posted an eye-catching image of Kim’s head-to-toe Nike outfit at TGL with a bold declaration: “Nike Golf’s Revival? Tom Kim’s TGL Look Feels like a Statement.” The post went on to articulate what many in the golf world have been whispering: “Nike has the power to turn things back on at any moment. The archives run deep, the athlete roster is stacked, and the resources are endless.”

So, Nike’s journey in golf equipment tells a complex tale. Their 2016 exit came after revenue fell to $706 million from a peak of $800 million in 2013-2014, forcing drastic measures like slashing driver prices from $400 to $150. Nike co-founder Phil Knight‘s candid admission still echoes: “It’s a fairly simple equation: we lost money for 20 years on equipment and balls. We realized next year wasn’t going to be any different.” Nike’s golf gear struggled against giants like Titleist and TaylorMade, but their switch to apparel and kicks was a power move. Now owning 55% of the golf shoe game, they’re thriving, with stars like Rory McIlroy leading the charge.

The OWGR rank 3 signed a $200 million extension through 2027. Then, World No. 1 Scottie Scheffler has been dominant, matching Tiger Woods‘ 2009 record with six wins pre-July 2024. Five-time major champ Brooks Koepka joined Nike in 2024 with LIV’s Smash GC, while Nelly Korda signed on in 2023.In more, Tommy Fleetwood has been rocking the Swoosh too since 2010.

The timing for a potential equipment return couldn’t be better. Elliott Hill, who took over as CEO in October 2024, previously led Nike to over $39B in revenue as President of Consumer and Marketplace. Under his leadership, Nike got the expertise, resources, and market opportunity to potentially revolutionize golf equipment once again. The market is ready for this, with projections showing growth to $13.3 billion by 2030. The shift in Nike’s golf strategy becomes even more fascinating when we look back at the partnership that started it all – a collaboration that would forever change how golf brands marketed themselves.

The Tiger Woods chapter and Nike’s evolution

The Nike-Woods multi-million dollar five-year deal signed in 1996 was the largest athlete endorsement at the time for a 20-year-old turning professional. The company had never stepped onto the fairways before. According to research from Carnegie Mellon University, the deal was raining profits. Between 2000 and 2010, Nike recovered 57% of its $181 million investment in Woods through golf ball sales alone in the U.S. market. An immediate commercial success!

The collaboration’s unprecedented success led to multiple contract renewals, including a landmark $200 million deal in 2013, contributing to Woods’ estimated $500 million earnings from Nike over their 27-year journey. Tiger’s “Hello World” campaign and iconic Sunday red didn’t just market golf—it changed the game. Nike went from just kicks in 1986 to an $800M golf empire by 2013. More than a brand ambassador, Tiger Woods became a global icon, reshaping sports marketing forever.

Their January 2024 split signaled Nike’s readiness for reinvention. When they parted ways, Nike’s message was simple but powerful: “It was a hell of a round, Tiger.” That end of an era, combined with Tom Kim‘s recent appearance and Nike’s stacked roster under new leadership, suggests the brand might be preparing for more, one that builds on Woods’ legacy while charting a bold new course in equipment manufacturing.