March 30, 2013 – Nike Golf currently enjoys having Tiger Woods and Rory McIlroy, No.1 and No.2 golfers in the World Golf Ranking, in its staff, which is a great luxury and a large expense for the marketing budget of the company.

But what many of you might not know is that from the beginning, back in 1985, Nike Golf began signing our great Seve Ballesteros. A wise contract, and in line with the brand philosophy of always having the image of the best athletes for each sport. However, almost three decades ago Nike was not as prepared as it is now, and entered the golf market by equipping a No.1 golfer only with golf shoes and printing a poster.

So… Seve, Tiger and Rory. That is why I’ve decided to illustrate this chronological report with the cover of the EA SPORTS game ‘Tiger Woods PGA Tour 14’ for PlayStation 3 and XBOX, which coincidentally brings the three players together in caricatures.

Nike Golf is still a relative newcomer next to more established brands like Callaway, Ping, Titleist, and the company with the biggest market share, TaylorMade. Although it signed its first golfer, Seve, in 1985, Nike Golf didn’t get into into the game in earnest until 2002, when it introduced its first clubs. In a crowded field, Nike Golf has had to work hard, fighting against at least five other brands in several club categories to achieve a place. When it comes to clothes or shoes, however, the historical tradition of the Swoosh places it in the top ranks in the world market.

Now with the signing of a young Rory McIlroy, the return of Tiger Woods to Nº1, the launch of key products like the VR_S Covert Nike driver and a move of headquarters into more spacious offices off the golf course, Nike has made clear its committment to the sport of golf, as it did in 1996 when it signed Woods. Here is the timeline:

NIKE GOLF TIMELINE

1984

• Bob Wood creates a business plan on golf for Nike.
• Nike does very little in the way of golf apparel (promo shirts in small numbers).
• The first line of Nike golf shoes is developed. The most successful shoe in the line is called the Turnberry- a “Field General” football upper with a rubber cupsole and metal spikes.

1985

• Nike signs its first athlete, Seve Ballesteros of Spain. He appears on the first Nike Golf poster addressing a ball in a tree with the headline, “No Problema.”
• Golf footwear is managed as part of the “Cleated/Specialty” footwear department.
• The first Golf sales force is hired.
• Mark Bisbing is hired as golf’s first sports marketing manager.
• Nike signs Peter Jacobsen and Curtis Strange to footwear contracts.
• US Women’s Open champion Kathy Baker signs to wear Nike golf shoes.
• Alice Miller and Juli Inkster sign to wear Nike shoes.
• The first Golf catalog premieres; it features five footwear styles.

1986

• Nike Golf apparel launches; the collection features three shirts, two pants, and a short.
• Four new styles are added to the footwear line: the Nike Classic, Windsor, ATV and the Classic Pro.
• The University of Georgia women’s golf team is signed as Nike’s first college golf team.

1987

• Oklahoma State University men’s team wins the NCAA title wearing Nike golf shoes.
• Nike Air first appears in Golf footwear in the Air Birkdale and the Air Wentworth.

1988

• Curtis Strange wins the US Open at the Country Club in Brookline, Massachusetts.
• Nike produces a poster titled “Strange Days” to commemorate his US Open win.
• Bright, color-blocked apparel is added to the line; it’s designed for “the man who plays to unwind or who plays to win.”

1989

• Curtis Strange wins the US Open at Oak Hill Country Club in Rochester, New York.
• Nike produces a poster to commemorate Curtis Strange’s back-to-back U.S. Open wins.
• The first golf glove is developed featuring Nike Supreme Clubhouse Cabretta leather and seamless palm technology.

1990

• The Air Classic Plus and the Air Waverly golf shoes are introduced; both feature Nike Air cushioning and waterproof uppers.
• Nike debuts its first golf TV commercial called “The Big Swing” featuring Curtis Strange and Peter Jacobsen.

1991

• Curtis Strange, Peter Jacobsen and Robert Gamez appear together in the holiday catalog.
• In an effort to stay trend-relevant, the apparel collection features acid-wash denim golf shorts.

1992

• The Air Classic Pro is developed–A more classic look and the first Nike golf shoe to feature a full-length Air-Sole unit.

1993

• Nike takes over the sponsorship of the Hogan Tour, renaming it the Nike Tour. The first event takes place in Yuma, AZ.
• Nike introduces the first golf shoe to feature Gore-Tex: the Air Classic Premiere.
• Collaborating with Curtis Strange, Nike develops the Air Apparent CS, featuring permanent ceramic-tipped metal spikes.
• Nike introduces a new seamless golf glove.
• The first Nike Tour Championship is held at Pumpkin Ridge, and is won by David Duval.

1994

• Dave Dickey becomes the first General Manager of Nike Golf.
• Nike joins forces with Team Effort to produce and distribute a line of golf accessories like towels and head covers.

1995

• Kaori Higo winner of 17 tournaments on the women’s tour in Japan signed for footwear and apparel.

1996

• Tiger Woods signs with Nike and he’s outfitted with shoes and clothing that are athletically inspired.
• Nike launches “Golf is an Invitation”, “Hello World” and “I’m Tiger Woods” TV campaigns.
• Nike introduces the first line of Tiger Woods shoes, called the Air Zoom TW and Air Zoom Sport TW.
• Nike signs Michael Campbell as part of the global foursome which included Nick Price, Peter Jacobsen and Alex Cejka.
• Nike opens a new warehouse and cresting facility in Phoenix.

1997

• Tiger Woods wins The Masters by an unprecedented 12 strokes, becoming Augusta’s youngest champion at age 21. He does it wearing a custom-made Nike shirt that must later be mass-produced due to overwhelming consumer demand.
• Nike introduces an innovative golf shoe called the SSL, which features a combination of cleats, permanent-like spikes and permanent rubber nubs.
• Nike introduces 3-layer Storm-FIT apparel for wet conditions.
• Nike designs the first Tiger Woods logo, known as the “yin and yang.”
•  Nike signs Kelli Kuehne after her two back-to-back Women’s U.S. Amateur Championships.

 1998

• Bob Wood is named president of the Golf Division.
• A new strategy is developed after reanalyzing the entire business.
• Bob Wood opens discussions about breaking golf out as a separate business division within Nike.
• A new golf identity is created including a new logo – the Nike Golf shield.
• The Nike Air Zoom T@C (Traction at Contact) golf shoe is introduced; it becomes an instant hit. TV campaign featuring the new Nike Air Zoom T@C “Golfing on Everest”.
• Nike introduces its first line of golf balls: The Nike Precision Tour Control, Nike Precision Spin Control, Nike Precision Distance Control, and Nike Precision Distance. The product had no traditional side stamp, instead using graphic icons to communicate the ball performance characteristics.
• Nike Golf opens up a retail presence in the Gatwick Airport in the UK.

1999

• The Nike Tour Accuracy golf ball is developed.
• Tiger Wood’s “Hacky Sack” ad debuts, produced by Portland’s Wieden+Kennedy.
• Glen Day wins the MCI Heritage Classic (now known as the Verizon Heritage Classic), becoming the first player to win an event using the Nike Precision Spin Control golf ball.
• Michael Campbell wins the Johnnie Walker Classic.
• Nike launches 14 Nike Golf Learning Centers around the country in conjunction with American Golf Corp.
• Trevor Immelman is signed.
• Over 100 employees work in Nike Golf.

2000

• Nike Golf relaunches the entire brand, with a new identity for the division including apparel hangtags, loop labels, retail signage and footwear packaging.
• Paul Azinger wins the Sony Open using the Nike Tour Accuracy.
• Nike F.I.T. technologies are combined under a new product silo called “Course Conditions.”
• Traction at Contact (T@C) outsole technology is now standard on all Nike Golf footwear.
• Nike Golf signs Craig “The Walrus” Stadler.
• Tiger Woods uses the Nike Tour Accuracy ball for the first time in May at the Deutsche Bank Open. He wins the Memorial later in May, and announces he is formally switching to Nike, dropping his relationship with Titleist.
• Tiger Wood’s switch to the solid-core Tour Accuracy golf ball unravels the industry’s wound-ball business. Woods goes on to win the next four major championships with the Tour Accuracy (U.S. Open, British Open, PGA Championship, and ’01 Masters). Commonly referred to as The Tiger Slam.
• Nike Golf hires Rock Ishii as its product development director, golf balls.
• Nike Golf begins discussions with Tom Stites, who at the time had his own private company called Impact Golf Technologies.
• Bob Wood assembles a board of directors comprised of Nike veterans.
• Taiwan PGA player Tsai Chi Huang wins the Taiwan Masters.
• Nike Golf moves cresting operation and inventory from Phoenix to Memphis.
• Nike Golf’s web site is developed.

2001

• Nike Golf becomes its own division.
• The Tiger Woods Conference Center opens at the Nike World Campus.
•  Nike Golf purchases Impact Golf, Tom Stites’ company in Fort Worth, Texas.
• Tom Stites joins Nike Golf as director of product creation for clubs and begins to build his expert club team.
• The Nike Power Distance golf ball is introduced.
• Nike Golf opens first retail shop in Taiwan-Sogo Department Store.
•  Henrik Stenson wins the Benson and Hedges Masters.
• Keiichiro “Kay” Fukabori is first Japan player signed “Head to Toe” and wins the 2001 Juken Sangyo Open in Hiroshima.
• David Duval becomes first player to win a tournament with Nike clubs, winning The British Open using Nike Forged Blades.
• Nike’s PGA Tour team expands to 31 golfers, up from 13 the previous year.
•  The Tour Accuracy TW ball, used by Woods, is available at retail.
• Tiger Wood’s contract renewed.
• Over 200 employees work in Nike Golf.

2002

• Nike Golf premieres its first clubs–Forged Blade, Forges Wedges and Titanium Drivers–at the PGA Merchandise Show.
• The Nike Precision Tour Accuracy DD golf ball, designed for David Duval, is introduced.
•  Nike Golf ships its first clubs to retail in February.
• Nike Golf is separated into the “other” category for the first time by Nike, Inc.’s financial earnings report, marking its beginning as a separate business unit.
• Lanny Wadkins signs with Nike Golf.
• Nike Golf opens “The Oven,” the Fort Worth research and development facility for clubs and balls.
• Tiger Woods puts Nike Golf’s Blue Driver, Forged Blade irons and forged wedges into play for the first time and wins the World Golf Challenge AMEX event in Kilkenny, Ireland, with a record low score.
• Nike Golf works with Tiger Woods to design a line of kid’s clubs.
• Nike Golf signs Grace Park, the world’s No. 3 women’s player to a multi-year contract.
• Dedicated club warehouse and custom facility opens in Tigard.

 2003

• Nike Golf launches the new Mojo golf ball with a nationwide interactive tour complete with VW vans, Mo and Jo.
• The Nike TA2 Tour Accuracy golf balls are introduced.
• Trevor Immelman wins the South African Airways Open playing with Nike TA2 golf balls.
• The Tiger Woods Learning Center celebrates the groundbreaking of its Anaheim facility.
• Woods wears a short-sleeve Dri-FIT mock-neck shirt.
• Bo Van Pelt becomes the first player to win a PGA tournament event with a Nike putter.
• Nike Golf footwear introduces SP-5.
• Nike S.E.A. joins the Nike Golf family and launches retail shops in Thailand and Singapore.
• Nike Golf has its first Major win on the Japan Tour with Keiichiro Fukabori winning the Japan Open Golf Championship.
• Nike Golf releases the Ignite Driver.
• Today’s Golfer awards Nike Golf with “Best Apparel Brand for 2003”.
• Nike passes Etonic to become second only to FootJoy in golf footwear market share.
• Nike Golf opens a dedicated warehouse in Memphis.
• Over 400 employees work in Nike Golf.

 2004

• Golf Digest’s Hot List Ranking names Nike Golf’s Slingshot Irons as “Irons of the Year”.
• Golf Digest’s Hot List Ranking names Nike Golf’s CPR clubs as “Hybrids of the Year”.
• Nike Golf introduces the Nike One Black and Nike One Gold golf balls.
• Stephen Ames wins the Western Open; his first win on the PGA Tour in a Ignite Driver and Pro-Combo Irons.
• Nike Golf signs Shingo Katayama, Japans No. 2 player.
• Grace Park wins her first LPGA major championship at the Kraft Nabisco playing with the Nike Ignite Driver and TA2-LNG golf ball.
• Stewart Cink wins the NEC Invitational.
• Nike Golf rolls out the new Pro Combo OS irons and expands its CPR hybrid club line at its fourth PGA Merchandise Show.
• Nike Golf Canada becomes part of the overall Nike Golf Division.
• Nike Golf launches a new TV campaign with Tiger’s headcover “Frank”. In one memorable spot Frank makes funs of basketball star Charles Barkley’s swing.

2005

• Nike Golf adds Justin Leonard, Paul Casey and KJ Choi to the family.
• Tiger Woods captures his fourth Masters Championship after a one-hole playoff. It is the first Major victory for Nike Golf’s 460cc Ignite Driver and the Nike One Platinum ball.
• Woods makes the “miracle chip” on the 16th hole at The Masters. The Swoosh hung over the lip for a long time before falling in the hole, resulting in a huge amount of buzz and a memorable Nike Golf ad.
• Lil’ Tiger ad playing at St. Andrews airs during The British Open, which Tiger goes on to win.
• Nike Golf’s Keiichiro (Kay) Fukabori wins with the SasQuatch Driver in Japan. It represents Nike Golf’s first SasQuatch victory.
• The Nike One Platinum golf ball accumulates 17 global wins.The SasQuatch Driver accumulates four wins globally in a 9-week period: Kay Fukabori wins in Japan; KJ Choi wins the Chrysler Classic Greensboro Open on PGA Tour; Carl Pettersson wins on Chrysler Championship on PGA Tour; Paul Casey wins the Volvo China Open.
• Nike Golf signs Michelle Wie.
• Nike Golf develops its first ball targeted to women, the Nike Precision Power Distance – “Power Lady”.
• Nike Golf officially launches in China in November with an appearance from Tiger Woods.
• Nike opens up its first Nike Golf Retail shop in Shanghai.
• Nike signs Chinese golfer Zhang Lian Wei.
• Tiger Woods begins testing the SasQuatch Driver and puts it in his bag for the first time at the Funai Disney in Orlando.

 2006

• Nike Golf wins Editor’s Choice Award by Golf Digest’s Hot List for the SasQuatch Driver and the Slingshot OSS irons in the Driver and Super Game Improvement iron categories, respectively.
• Nike Golf’s Slingshot Tour irons and Hybrid irons hit the market.
• After winning the British Open in July for his 11th Major golf tournament victory, Tiger Woods becomes the youngest golfer ever to win 50 PGA Tour events by capturing the Buick Open. Tiger then goes on to capture the PGA Championship, his 12th Major.
• Anthony Kim is signed.
• Nine players win major victories using Nike clubs; eight using Nike golf balls. Nike Golf leads the Tour in Driver, Irons and Fairway wood wins – 16 wins by 9 different players.
• Nike Golf apparel becomes the top-selling apparel brand in the U.S., Australia and New Zealand.
• Nike Golf expands its “The Oven” R&D facility in Fort Worth.
• Nike Golf footwear launches the new Nike Power Platform.
• Nike Golf apparel becomes the No. 1 brand globally.
• Nike Golf introduces the Juice golf ball at the height of the steroid controversy. Its tagline is, “Maximum Length Formula.” Nike introduces the SP-6, a women’s golf shoe inspired by and developed with Grace Park.
• Tiger Woods renews his contract with Nike Golf.
• Close to 600 employees work in Nike Golf.

2007

• Nike Golf introduces a new brand identity with new logo, packaging and retail environments.
• Nike Golf is the first to hit the market with a square driver, the SQ SUMO2 driver.
• Nike Golf introduces a new addition to Slingshot family, the Slingshot 4D.
• Tiger Woods wins the Buick Invitational, the WGC CA Championship, the Wachovia Championship, the Bridgestone Invitational, the PGA Championship, the BMW Championship, and the Tour Championship. Six other players win major tournaments using Nike gear.
• One month and two days after signing with Nike Golf, Ashleigh Simon wins her first Ladies European Tour title.
• Nike Golf collaborates with a renowned sports optometrist to develop the IC putter, which is optically engineered to help golfers align their putts.
• Nike Golf Greater China sets up headquarters in Shanghai moving from Taipei.
• Nike Golf leads the Tour with 12 driver wins and 12 iron wins–by 5 different winners.
• Nike Golf expands to 70 Nike Golf retail shops in China in preparation for the arrival of athletes and spectators in Beijing for the Summer Olympic Games.

2008

• Tiger Woods wins the Buick Invitational and the World Golf Championships – Accenture Match Play Championship. Tiger wins his fifth straight PGA Tour Win at the Arnold Palmer Invitational.
• Nike Golf signs Suzann Petersen, the world’s No. 2-ranked female golfer.
• Nike Golf expands “The Oven” for the second time.
• Nike Golf introduces Tiger Woods Platinum apparel, a collection of premium, high-performance product.
• Nike Golf launches a new women’s initiative called “Come Play Your Way”, which integrates footwear, apparel and equipment.
• Nike Golf expands its Memphis distribution center.
• Nike Golf launches its Custom 360º Club Fitting System.
• Nike athletes grab the top three spots at The Masters: Trevor Immelman wins the Championship, Tiger Woods finishes second and Stewart Cink ties for third.
• Woods wins the Dubai Desert Classic.
• Woods endures knee pain and beats Rocco Mediate for the US Open.
• Cindy Davis named Nike Golf president, replacing Bob Wood.
• Wood, according to his LinkedIn biography, went on to be vice president and general manager of Sparq Training before leaving the company in 2011. He was a Nike consultant through October 2012 and now is a board member of Fender Musical Instruments.
• Nike Golf chosen to outfit the 2008 US Ryder Cup team.
• Nike Golf reaches over $700 million in revenue.
• Nike Golf introduces the Air Zoom Vapor, the lightest performance Golf shoe in the industry weighing 13.2 ounces.
• Over 700 employees work in Nike Golf.

2009

• Nike Golf signs Amanda Blumenhurst and Jamie Lovemark.
• Nike Golf introduces the lightest golf shoe it ever created, the Nike Air Zoom Vapor.
• Nike kicks off a commercial about “The Good Life” highlighting Nike Golf Tour athlete wins from 2008 and welcoming Woods back to competition on the PGA Tour after his knee surgery absence.
• Nike Golf introduces the ultimate wet weather shoe, the Air Zoom Bandon.
• Woods wins Bay Hill, the Memorial, the AT&T National, the Buick Open, the BMW Championship, the Fed-Ex Cup title and the JBWere Masters (Australasian Tour), ending the season atop the World Golf Rankings.
• With the BMW Championship win, Woods secures his 70th PGA Tour victory, ranking 3rd in PGA Tour victories behind Sam Snead (82) and Jack Nicklaus (73).
• Nike Golf athletes win 23 tournaments: 11 on the PGA Tour, eight internationally, two on the LPGA Tour and two on the Champions Tour.

2010 

• Nike Golf signs two collegiate stars, Canadian Matt Hill and Texan Dustin Garza, to multi-year endorsement contracts.
• Michelle Wie wins CN Canadian Women’s Open, her second career LPGA Tournament victory.
• Nike Golf launches The Grind, an online community where golf athletes can share their golf journeys as it relates to their swings, their equipment, personal training and more.
• Nike Golf athletes win 12 events in 2010, including four international victories, three each on the PGA and Nationwide tours, and one each on the LPGA and Champions Tours.

2011

• The Nike Lunar Control golf shoe, featuring Lunarlon cushioning and Flywire technology, hits the market.
• The Air Embellish women’s golf shoe, with first-of-its-kind interchangeable saddle pieces, makes its debut with Michelle Wie.
• Nike Golf announces the signing of Oklahoma State University graduate Kevin Tway, son of eight-time PGA Tour winner Bob Tway – also a Nike athlete.
• Tiger Woods returns to competitive action for the first time since May. He wears a Nike Free-inspired prototype shoe, created with Nike Innovation Kitchen director Tobie Hatfield, to allow greater movement for the front of the foot and to increase stability with mobility.
• Nike Golf is the largest and fastest growing golf brand in major online communities, exceeding 700,000 fans on Facebook, 350,000 Twitter followers and 4.5 million video views on YouTube.

2012

• The Nike Speed Trials, the brand’s most robust consumer trial program ever, lets consumers test their clubs against Nike’s fastest lineup ever, the VR_S Club line.
• Nike Golf partners with the Gray Institute to help golfers better their bodies to better their game.
• Nike Golf President Cindy Davis and Nike Golf engineers talk to media about the key products for 2013 at the Global Non-Stop Innovation Summit in Orlando, Fla.
• Nike Golf appoints Nate Radcliffe as director of engineering. He will be based at The Oven in Fort Worth.

2013

• Rory McIlroy, golfer Nº1 at the Official World Rankings of Golf, signs for Nike.
• From January to March, Tiger Woods wins the Farmer Insurance Open; World Golf Championships-Cadillac Championship and Arnold Palmer Invitational, and retakes the place Nº1 in the Official World Ranking of Golf.

Por REDACCIÓN