Nike Golf.
Tiger Woods Brand Transformation
strategy, product marketing, copywriting. All photography © and courtesy of nike.
Background:
Collaborating directly with the VP of Global Marketing for Nike and Peet Kegler Design, I played a pivotal role in shaping the narrative of one of the world's greatest golfers, Tiger Woods, and his representation as a Nike athlete. Tiger was still playing powerfully on the course, but we identified an opportunity to future-proof his legacy. By preparing a long transition we'd evolve his legacy from a golf legend to a broader sports icon and symbol of the game. This strategic move aimed to shift the focus from his on-course perfection to a broader more digestible narrative centered on encouraging belief in mind over matter.
Consumer Insights:
Our extensive research and strategic work withTiger and the Nike team uncovered key insights and opportunities for Nike. Despite a slowdown in golf participation, we identified and targeted a new, digitally engaged year-round consumer demographic. The Tiger fan may not always be a golf player. This led to the creation of innovative products, a substantial shift in product messaging, and prompted a strategic overhaul of the launch calendar, introducing a more frequent and targeted schedule for product releases.
Results:
Working with a senior team at Peet Kegler Design, including an Art Director, Producer, and two Designers, we not only madeTiger happy but also played a crucial role in Nike Golf achieving consistent global apparel revenue growth of 17% or greater for three consecutive years. TigerWoods and the Nike team were really satisfied with the brand platform we developed, resulting in a request for us to create a similar platform for Rory McIlroy, the No. 1 ranked golfer in the world at that time.
These brand platforms became the gold standard at Nike and served as a blueprint for developing platforms for numerous other athletes - creating a lasting impact on the representation of all Nike athletes, their stories, and their products.
Key Takeaways:
The collaboration with Tiger Woods showcased the potential of a forward-thinking approach to athlete representation. By embracing the shift from golf legend to sports icon and strategically connecting with a new consumer base, Nike not only grew their business in realtime, but positioned their most valuable athlete for continued success and ROI.
Conclusion:
This project underscores the transformative power of strategic narrative shaping. Beyond individual athletes, it set a new benchmark at Nike, demonstrating the value of adapting brand platforms to create compelling stories that are larger than any person or sport on its own.
design work by Peet Kegler design. All photography © and courtesy of nike.
