On Monday, golf legend Tiger Woods announced the end of his 27-year collaboration with Nike, marking the conclusion of a longstanding partnership with the world’s largest sportswear company. Expressing gratitude for the iconic brand’s support, Woods hinted at an upcoming chapter in his career. Nike bid farewell to the golf legend on Instagram, acknowledging his transformative impact on the sport and expressing gratitude for the challenges he posed.

Despite facing setbacks, including a notable sex scandal that cost him millions in sponsorships, Woods maintained his association with Nike. From his professional debut in 1996 to his Masters win in 2019, Nike and Woods shared a significant history. Over the years, Woods signed lucrative endorsement deals with Nike, including a groundbreaking $85 million contract in 2000, making it the richest in sports history at the time.

Speculation arose about Woods potentially joining ON Running, but the Swiss sneaker brand’s CEO, Marc Maurer, dismissed the rumors at the ICR retailing Conference, stating that they were not partnering with Woods. Industry experts speculated that Nike’s separation from Woods might be linked to the company’s shift away from golf-related products.

Notwithstanding the decline in positive public opinions, Woods remains a prominent figure in sports, with his enduring popularity among fans. Analysts like Eric Smallwood suggested that Nike’s decision might be strategic, potentially reflecting a broader move by the company away from golf. Observers noted that Woods, being a shrewd businessperson, could leverage this separation to explore opportunities with brands targeting a younger and more diverse audience within the evolving landscape of golf apparel. Overall, Woods’ departure from Nike represents a significant shift, offering him new possibilities and signaling changes in the golf industry.