Nike Celebrates Tiger Woods’ Triumphant Return and His Path to Golf’s Biggest Record

After Masters win, he's back in the running to surpass Nicklaus

Nike looks back not only at Woods' career, but also at his lifelong ambition. Nike
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A year ago, Nike joined Tiger Woods’ legion of fans in celebrating his return to the Masters and to the cultural radar more broadly, after a three-year absence from the tournament. His performance at Augusta in 2018 didn’t quite live up to the hype, but the real question was whether it put him back on a path to dominance.

Today, Woods answered that question in a bold way, winning the Masters and putting himself back on track to potentially become golf’s biggest winner. Jack Nicklaus currently holds that record, with 18 career major wins, but today’s victory puts Woods at 15 majors and seemingly in striking distance of breaking Nicklaus’ storied record.

To that end, Nike and agency Wieden + Kennedy promptly released a spot today instantly commemorating the win and reminding the world of Tiger’s lifelong ambition:

At almost exactly the same time, Nicklaus tweeted his admiration for Tiger’s renewed dominance:

In announcing the spot, Nike noted that its endorsed golfers have won the past five majors. For Woods, it was the fifth Masters win, putting him just one win behind Nicklaus’ career total of six top spots at the Masters.

Pro golf’s next major tournament will be the PGA Championship, kicking off May 16.


Client: Nike Golf
Client Contact: Go Wakimoto
Secondary Client Contact: Andy Whiteside

Agency: W+K Portland
Executive Creative Directors: Jason Bagley/Eric Baldwin
Creative Directors: Alberto Ponte/Ryan O’Rourke, Pedro Izique/Josh Bogdan
Copywriter / Art Director: Gui Souza/ Rodrigo Mendes
Producers: Jake Grand, Jasmyn Barr, Nicole Kaptur
Account Team Members: Paanii Annan, Kate Rutkowski, Steve Smith
Creative Operations Manager: Saba Spencer, Lisa Calgaro
Global Group Strategy Director: Andy Lindblade
Media Team: Daniel Sheniak, Ryan Craven, Anthony Holton
Brand Strategy Director: Reid Schilperoort
Business Affairs: Brian Cook, Dusty Slowik
Traffic: Maggie Harasyn, Sabrina Reddy
Design Ops Manager/Design Producer: Alicia Kuna
Studio Designer: Rob Mumford

Editorial Company: Joint
Editor: Steve Sprinkel
Assistant Editor: Jedidiah Stuber
Post Executive Producer: Leslie Carthy
Post Producer: Rebekah Koerbel
VFX Company: Joint
Lead Flame Artist: MB Emigh
Flame Artist: Leif Peterson
Flame Assistant: Aidan Jung
VFX Producer: Rebekah Koerbel
VFX Executive Producers: Alex Thiesen

Color Company: Joint
Colorist: Jasmine Vazquez
Color Producer: Rebekah Koerbel

Composer: Jóhann Jóhannsson
Song: The Mercy

Mix Company: Joint
Audio Mixer: Noah Woodburn
Audio Assist: Natalie Huizenga

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."