Opinion & Analysis

The Sport of Golf: Nike’s newest Tiger Woods commercial

Published

13 years ago

Jun 11, 2013

Chris Nickel

[youtube id=”oDcb3eAAK1s” width=”620″ height=”360″]

Analogy session 101. Nike is to advertising what Kafka is to text.

Artistic. Intelligent. Purposeful and evocative.

Are golfers athletes? Is golf a sport or a game of skill? A 2004 study by ESPN.com found golf to rank 51st out of 60 sports based on required components of athleticism. Incidentally, boxing ranked 1st and cheerleading lagged just behind golf. That being said, public perception is changing and Tiger Woods is as responsible as anyone. Since “Hello, world” in 1997, Tiger has changed the entire landscape of the game and the identity of a golfer as an athlete, which perhaps slow to evolve, is now undeniable.

If you think golfers aren’t athletes see: Dustin Johnson, Gary Woodland and the varied ex-MLB, NFL and NBA athletes who have reallocated their freakish athletic ability to the world’s most challenging and at times, menacing game.

Trust me, Nike gets this and its message is clear and pointed. Nike sponsors athletes. Period.

The bellowing voice announces, “On the tee, Tiger Woods.” A moment each true athlete embraces and desires. The opportunity to put on display for the masses what they have been resigned to hone and perfect in private.

Tiger emerges from the dark tunnel into the light of competition. A gladiator enters the arena, battle armor equipped. The athlete is exposed, ready to display his prowess and elite ability, a forged composite of natural gift and tireless work ethic.

Simply: It’s game time.

In this 39-second spot, Nike pairs elements of the competitive golfing experience with pieces of other sports which are undeniably and quintessentially “athletic.” The mosaic serves to remind everyone that golf, like every other sport on an elite level requires strength, coordination, speed and agility. What is left out but should be noted is that golf has mental demands which are as unique as they are intense.

The anticipation of the first tee is realized completely in the adrenaline release of a sprinter out of the blocks. The race is on and may the best man, er athlete, win.

A crucial missed putt. The champ is down (goes Frazier…down goes Frazier) but not out. The true athlete is resilient and embraces, even desires, the opportunity adversity presents. It is a chance to once again separate themselves from the masses, to exhibit the character of an athlete.

And when the crucial moment arrives — the moment that breaks some and compels others to break records — the athlete stands alone, once again exposed and ready to be defined. It is a walk-off homerun in the bottom of the 9th inning. It’s Joe Carter in 1993 and it’s Michael Jordan over Craig Ehlo in 1989. It is also equally Tiger Woods in the 2001 Players (…better than most) and the 2008 U.S. Open at Torrey Pines.

The passionate crowd reacts the only way it can: with pure and unbridled emotion, quick to celebrate and engulf the athlete with spontaneity and recognition of the athletic feat they’ve just experienced. Athletes create moments fans remember for a lifetime. Crystalline images penned with indelible ink.

With all of this in mind, I don’t believe this ad really isn’t for a majority of people reading this article. It isn’t intended for the golfing elite or impassioned follower of the game. I don’t know that it’s even targeted at the typical GolfWRX contingent. Moreover, it is Nike’s definitive statement to the public that mirrors Tiger’s own words, “I treat golf as a sport. I let other people treat it as a hobby.”

It’s U.S. Open week, the world will be watching and Nike wants the world to know that golf is as much a sport as baseball, football, basketball and hockey.

Oh, and by the way, if this message resonates with you, we have a pair of shoes I think you’re really going to like!

There are golfers and there are golf athletes. Which one will you be?

Related Topics:Nike

Up Next

2013 U.S. Open: Picks and Preview

Don't Miss

What’s better: The U.S. Open or the Masters?

Chris Nickel

I didn't grow up playing golf. I wasn't that lucky. But somehow the game found me and I've been smitten ever since. Like many of you, I'm a bit enthusiastic for all things golf and have a spouse which finds this "enthusiasm" borderline ridiculous. I've been told golf requires someone who strives for perfection, but realizes the futility of this approach. You have to love the journey more than the result and relish in frustration and imperfection. As a teacher and coach, I spend my days working with amazing middle school and high school student athletes teaching them to think, dream and hope. And just when they start to feel really good about themselves, I hand them a golf club!

17 Comments

yo!

Jun 18, 2013 at 3:16 am

hand-eye-coordination, a burst of fast-twitch muscle power, and a refined swing technique … that’s all the athleticism required in golf in the same manner as a baseball swing (which is harder because the ball is moving) … golf is one step below baseball and a few steps above chess and poker in athleticism. Maybe golf is on the level of race car driving as a sporting activity. Is it a true sport? It depends on how one defines sport, but it doesn’t help when the best in the world don’t even carry their own bags.

Reply Report comment
puresauce

Jun 13, 2013 at 1:35 am

and dont get me started on olineman in nfl…but thats by your apparent definition of a athlete

Reply Report comment
- Johick
  
  Jun 16, 2013 at 9:32 am
  
  O-line are actually pretty athletic now a days. They have guys that can run the 40 under 5 seconds that are over 275 lbs!!! NFL linemen aren’t your ordinary fat slobs in high school there to take up space. They are machines
  
  Reply Report comment
- Threeputtpar
  
  Jun 29, 2013 at 8:53 am
  
  puresauce…This comment is pure ignorance. As golfers we really need to stop the whole debate. Why do we feel like we need a spot at the Athletes table? We play the greatest game and we shouldn’t be so insecure that we need to fight to be perceived as athletes. Playing golf does not make you an athlete nor does it preclude you from being one.
  
  Reply Report comment
Dino

Jun 12, 2013 at 10:16 pm

Seriously…I’d give the author a C+

Reply Report comment
DJ

Jun 12, 2013 at 5:23 pm

All and most golfers are NOT Athletes! Period. Yes, Tiger is probably the best conditioned athlete, but you need to be athletic and that’s all. NFL and MLB players do well in golf because of many other factors, most notably they know how to “learn” and control their mind. Their athleticism from previous sporting roles only help them to succeed at golf. But no one from MLB or NFL is on tour. Closest one that would make it if he gave up football would be Tony Romo. But the money’s better at getting your head kicked in every Sunday…..lol.

I like Dustin Johnson but an Athlete? What do you label Phil Mickelson?….”Lumpy”….Jason Duffner?…..etc. Great guys, excellent golfers, but no way Athlete’s

Reply Report comment
- puresauce
  
  Jun 13, 2013 at 1:33 am
  
  what do u call cc sabathia prince fielder brett myers jamie moyer joel hanrahan jose valverde i could go on and on with baseball players who arent athletes either
  
  Reply Report comment
paul

Jun 12, 2013 at 1:53 pm

An athletic person as a receptionist doesn’t make the job a sport.

Reply Report comment
- christian
  
  Jun 12, 2013 at 3:00 pm
  
  Agree completely
  
  Reply Report comment
Alec

Jun 12, 2013 at 1:30 pm

I agree with everything chris said! Awsome ad and awsome post.

Reply Report comment
Laurence

Jun 12, 2013 at 11:53 am

“Nike sponsors athletes. Period.”

Is that Carl Petterson I see walking down the 18th?

He’d be at home on any professional sports field anywhere around the world…. oh wait

Reply Report comment
- christian
  
  Jun 12, 2013 at 3:00 pm
  
  LoL, good one
  
  Reply Report comment
christian

Jun 12, 2013 at 8:26 am

Just because people with athletic ability plays golf does not make golf an athletic sport. Because athletic ability does not count for much in golf..If athleticism was important in golf you would NOT see middle aged people competing at the highest level. Hell, Tom Watson nearly won the British Open, one of the premier events in all of golf, just a few years ago at the age of 59…Golf is a sport with very little focus on athleticism. Similar to say, archery, curling, darts, examples of other sports.

Reply Report comment
- Marius Bjone
  
  Jun 12, 2013 at 5:41 pm
  
  The golf swing is one of the most athletic moves there is. While running, your spine (vertabrae) takes a load 4 time your weight. While swinging a golf club, your spine takes a load of up to 8 times your body weight. Now that is upwards to 8 times, so I would say that most top professionals are swinging with alot of athletism.
  
  ath·lete
  
  /?aTHl?t/
  
  Noun
  
  A person who is proficient in sports and other forms of physical exercise.
  
  Synonyms: sportsman
  
  Don’t comment if don’t have any understanding of biomechanics,anatomy or the swing it self!
  
  Reply Report comment
BigG

Jun 12, 2013 at 7:00 am

Stupid commercial. Woods is no athlete. Just because you can keep your weight down and workout does not make you a athlete.

Reply Report comment
- Marius Bjone
  
  Jun 12, 2013 at 5:32 pm
  
  That is just ignorant, please define what an athlete is if you know it so well!
  
  Reply Report comment
Tony Lynam

Jun 11, 2013 at 11:12 pm

Uh, AWESOME!!!!

Reply Report comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Opinion & Analysis

AVL: My U.S. Amateur local qualifying experience

Published

6 days ago

Jun 5, 2026

Andrew Von Lossow

This past Monday, I played in the U.S. Amateur local qualifier at Rock Creek Country Club in Portland, Oregon. A full tee sheet from 7:30 a.m. to 1:55 p.m., the top 11 scores would make it to the U.S. Amateur final qualifying.

I teed off at 10:48 a.m.. With the 7:30 am tee time, you can get a feel for the leaders’ pace, and they were off and running on the challenging setup at Rock Creek.

View this post on Instagram

A post shared by GolfWRX (@golfwrx)

Getting to the highlight of the round on the par five 17th, a drive up the left side and 212 yards left to the front hole location. I took out a 5-iron with plans of middle of the green. The ball ended up 8 feet left of the hole, pin high. A slight downhill putt dropped in for an eagle 3 on the 17th. With the cut line looking to be anywhere from -2 to even par. This was the boost I had been waiting for all day.

With making par from the trees on 18, it was time to wait for a potential playoff with a posted score of one under par 71.

Three hours later, it was playoff time. 8 players for 6 spots. I made par on the playoff hole, which was good enough to advance to the U.S. Amateur final qualifying in July. USGA qualifiers sure deliver on all of the emotions in golf!

Club Junkie

Building my 2026 gamer WITB: Ranking the contenders and new putter projects – Club Junkie Podcast

Published

1 week ago

Jun 4, 2026

GolfWRX Staff

The annual What’s In The Bag build is underway, and on this episode of Club Junkie, Brian breaks down the clubs currently leading the race for a spot in his 2026 gamer setup. From drivers and fairway woods to irons, wedges, and shafts, he ranks the equipment that’s performing best and explains what’s separating the front runners from the rest of the field.

Brian also heads into the workshop to discuss several putter projects currently on the bench. From head options and shaft choices to build ideas and testing plans, he shares what he’s working on and which putters could become serious contenders for the bag this season.

If you’re a gear junkie who loves equipment testing, club building, and the never-ending pursuit of the perfect setup, this episode is for you.

Follow Club Junkie:
Instagram: @clubjunkiepod
TikTok: @clubjunkiepod
Threads: @clubjunkiepod
X: @ClubJunkiePod

Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

Published

2 weeks ago

May 28, 2026

Brian Knudson

On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.