How Nike welcomed Tiger back to the Masters
New spot takes a tour through his glory days
Editor's Pick
Tiger Woods, hampered in recent years by injuries and scandal, returned to the Masters for the first time in three years Thursday, offering a glimmer of hope to the struggling golf industry that he once powered to new heights.
Longtime endorser Nike sought to build hype with a new ad released Thursday morning called "Welcome Back." The spot by Wieden & Kennedy takes a tour through Woods' glory days, from his early TV appearance as a kid to his legendary shot-making in his prime. But so far, his Master's return is a tad underwhelming: He was tied for 27th place after 18 holes at one shot over par, but still within striking distance of leader Li Haotong, who was four under after 16 holes.
Nike stuck by Woods through his 2009 sex scandal as other endorsers backed away, including Gatorade, AT&T and Accenture. Nike's loyalty paid off, according to a study released on 2010.
Nike again backed Woods after his DUI arrest last year. Tiger racked in $37 million in endorsement income last year, according to Forbes figures cited by Bloomberg, down from the $100 million he hauled in at his peak.
Tiger's power was apparent last month when NBC drew strong ratings for the typically low-profile Valspar Championship as Woods returned to form and ended up placing second.
"It is remarkable to see him make it through such a tough period of injury," Martin Buckley, global VP and GM of Nike Golf, said in a statement. "Tiger being back in contention has brought incredible energy to the sport, the fans and to the brand. The passion and excitement he brings to the game are unparalleled."
Credits
- Date
- Apr 05, 2018
- Brand :
- Nike
- Client :
- Nike
- Agency :
- Wieden & Kennedy-Portland
- Art Director :
- Hal Curtis
- Writer :
- Jeff Selis
- Account Team :
- Chris Willingham
- Account Team :
- Luiza Prata Carvalho
- Account Team :
- Mike Waywell
- Media Team :
- Danny Sheniak
- Media Team :
- Reme DeBisschop
- Media Team :
- Ryan Craven
- Media Team :
- Anthony Holton
- Business Affairs :
- Amber Lavender
- Business Affairs :
- Karen Crossley
- Traffic Director :
- Maggie Harasyn
- Traffic Director :
- Tim Bell
- Studio Manager :
- Alicia Kuna
- Studio Designer :
- Chris Streger
- Editing :
- Joint
- Editor :
- JB Jacobs
- Assistant Editor :
- Kristy Faris
- Assistant Editor :
- Mimi Bergen
- Assistant Editor :
- Dylan Sylwester
- Producer :
- Jen Milano
- Executive Producer :
- Leslie Carthy
- Mixer :
- Noah Woodburn
- Assistant Mixer :
- Natalie Huizenga
- Color Artist :
- David Jahns
- Flame Artist :
- David Jahns
- Flame Artist :
- Leif Peterson
- Flame Artist :
- David Stern
- Flame Artist :
- Andy Bate
- Executive Producer :
- Alex Thiesen
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