Golf legend Tiger Woods has officially ended his 27-year partnership with Nike, marking the conclusion of a groundbreaking collaboration with the world's largest sportswear company. Woods announced the split stating, “Over 27 years ago, I was fortunate to start a partnership with one of the most iconic brands in the world."

The news comes after months of speculation about their separation. Nike bid farewell to Woods on Instagram, acknowledging his contributions: “Tiger, you challenged your competition, stereotypes, conventions, the old school way of thinking. You challenged the entire institution of golf. You challenged us. And most of all, yourself."

The split raises questions about Woods' next move. Although there was speculation about a potential partnership with ON Running, the company's CEO Marc Maurer clarified at the ICR retailing Conference that Woods would not be signing with them.

Nike and Woods have been almost synonymous since he turned pro in 1996. Despite controversies, including a sex scandal that cost Woods endorsements worth an estimated $20 million, his relationship with Nike remained strong. Woods' endorsement deals with Nike, including a record-breaking $85 million five-year contract in 2000 and a $200 million deal in 2013, were among the most lucrative in sports history.

Woods, a three-time more recognizable figure than the average athlete according to Q Score surveys, still maintains a positive image among sports fans. Eric Smallwood, president of Apex Marketing Group, suggested that Nike's decision to part ways with Woods might indicate a strategic shift away from golf products, although he was surprised that the breakup wasn't related to Woods nearing the end of his career.

Mark Steinberg, Woods' longtime agent, told the media that the golfer made a business decision to not renew with Nike. The split has led to speculation about Woods' future endorsement possibilities. Despite the end of an era with Nike, Woods' influence in golf remains unparalleled. He continues to provide significant exposure for brands, as seen during the 2023 Masters when his switch to FootJoy shoes resulted in $3.2 million worth of exposure for the brand.