Word: tigers
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Dates: during 2000-2009
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...next big sponsorship push. Two of them, the NFL and the NBA, were in sports where Nike was well established, but the other three represented worlds where Nike was all but unknown: the Brazilian soccer team, the New Zealand All Blacks rugby team and a teenage golfing phenom named Tiger Woods. Wall Street was waiting to see what Nike would do to follow up Michael Jordan and the enormously successful Air Jordan line of footwear. When the company announced that it had signed a multiyear, multimillion-dollar deal with Woods, the reaction was swift--Nike stock fell 5%. Says...
Investors had good reason to be skeptical. Golf is a notoriously hermetic industry, dominated by a handful of top clubmakers with the advantage of years of tradition and a loyal customer base. Nike signed Tiger Woods before it had so much as a golf ball to put into his hands. But over the past decade, Nike Golf has introduced 10 lines of clubs, 10 series of balls, several styles of golf shoes, and an array of course-worthy golf apparel worn by the 22 swoosh-wielding players on the tour. With the number of golfers in the U.S. flat over...
...inertia; the geometric shape minimizes the twisting of the club head during an off-center ball strike, translating into a straighter, longer stroke off the tee. "Nike timed it so well that when they decided to get serious and get into golf equipment, they had the ultimate endorser in Tiger Woods," says Marshal Cohen, chief analyst at NPD Group. "Then they introduced new technology into the marketplace and really rejuvenated the golf industry...
...bigger challenge for Nike will be figuring out where to make its next big bet, now that Tiger Woods has more than proved to be a smart investment. It won't have to look further than the fastest growing segment of the sport, female golfers. Nike Golf signed Michelle Wie to a reported $4 million to $5 million deal in 2005, and is launching a line of women's clubs next fall. "It's a dogfight," says Wood. "But in five years, we should be the leader in the business. I don't see any reason...
ZACH JOHNSON, who won his first major golfing title by beating world No. 1 Tiger Woods at the 2007 Augusta National Masters Tournament...