It’s been a long time since Nike Inc. and Tiger Woods had something they could celebrate together.
So naturally, our friendly, neighborhood sporting goods giant heralded Woods’ victory Sunday at the Chevron World Challenge — his first since struck by personal scandal two years ago — with such words as “electrifying,” saying his victory came in “a stunning dramatic ‘Tiger-like’ fashion.”
Exactly what “Tiger-like” represents these days is an open question, given Woods’ performance in these two years since his marital infidelities became tabloid fodder.
But it’s clear that Nike, perhaps as much as Tiger himself, is hoping Sunday’s victory harkens a return of the Tiger that dominated the game like no other.
If Nike can be given credit for helping make Woods an international superstar, Woods can be credited for turning Nike Golf into a $650 million business.
As ESPN.com’s Bob Harig correctly pointed out last week, Nike created its golf division in 1998, but it wasn’t for another two years that Woods was playing with Nike golf balls and four years until he began swinging Nike Golf clubs.
But in Woods’ recent downfall, Nike Golf has suffered, too.
Nike Golf sales fell 4 percent last year to $623 million, making it the only Nike division to post a decline in revenue.
So forgive Nike for wanting to highlight how Woods’ quiver was stocked with 14 Nike golf clubs, that he wore Nike Golf apparel from the Tiger Woods Collection, and that on his feet were the Nike TW Free-inspired prototype shoes meant to emphasize natural motion.
Those shoes will be available in late spring. Nike’s hoping Woods’ playing form on Sunday will still be around, too.
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