Opinion & Analysis
The Sport of Golf: Nike’s newest Tiger Woods commercial
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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?
Opinion & Analysis
Brandel Chamblee PGA Championship Q&A: Rose’s huge McLaren risk, distracted LIV pros and why Aronimink suits the bombers
PGA Championship week is here, and Brandel Chamblee did not hold back in our latest discussion ahead of the season’s second major.
In our 2026 PGA Championship Q&A, golf’s leading analyst made the case that PIF pulling LIV’s funding has left its players competing in a state of confusion, called Justin Rose’s mid-season equipment switch a huge risk at 45, and explained why Aronimink will be a bombers’ delight this week.
Check out the full Q&A below.
Gianni: With the PIF confirming that they’re pulling funding from LIV at the end of the season, what impact do you expect that to have on the LIV players competing at the PGA Championship?
Brandel: I would imagine that they have all been thrown into a state of confusion, and will be distracted, not knowing where they are going to play next year and not knowing exactly their road back to either the DP World Tour or the PGA Tour. Or in Rahm’s case, being tied to a sinking ship for the next few years, likely playing for pennies on the dollar in events that no one cares about or watches.
I doubt this would put him in the best frame of mind to compete at his highest level. Keeping in mind, however, that majors are the only time that LIV disciples get to play in events that matter, so never disregard the motivation they have to prove to the world they are still relevant.
Gianni: Justin Rose switched to McLaren Golf equipment mid-season while playing some of the best golf of his career. What do you make of the change?
Brandel: I don’t really know what to make of Rose switching equipment. It seems a huge risk on his part, even though it is likely, in my opinion, that the clubs he’s playing are similar, if not the exact grinds, to what he was playing previously, with a McLaren stamp on them.
Having said that, at best, it is a distraction when he seemed to be as dialed in with his game as any 45-year-old could be and trending in the majors to perhaps do something that would definitely put him in the Hall of Fame. At worst, given the possibility that these clubs aren’t just duplicates of his old set stamped with McLaren on them, he’s made an equipment change that would take time, and 45-year-old athletes don’t have the time to do such things.
Gianni: Aronimink has only hosted a handful of professional events since it hosted the 1962 PGA Championship. What kind of test does it present, and does a course with less recent major championship history tend to level the playing field?
Brandel: Even though Aronimink has only hosted a handful of meaningful professional events, it has been fairly discerning in who can win there. When Keegan Bradley won the BMW Championship on the Donald Ross masterpiece in 2018, he was the 2nd best iron player on tour coming into that week. When Nick Watney won the AT&T at Aronimink in 2011, he was 2nd in strokes gained total coming into the week.
In 2020, Aronimink hosted the KPMG Championship, and Sei Young Kim won. On the LPGA that year, she was first in greens in regulation, putts per green in regulation, and scoring average on the way to being the LPGA player of the year. And then there is the 1962 PGA Championship won by Gary Player, who eventually became just one of a few players to win the career grand slam on the way to winning 9 majors. It is a formidable test, and if it’s not softened by rain, it will bring out the best in the upper echelons of the game.
Gianni: Is there a specific hole at Aronimink that you think will do the most to decide the winner?
Brandel: The hardest hole at Aronimink in each of the three tour events that have been played there since 2010 has been the long par-3 8th hole, with the par-4 10th being the second hardest, so most of the carnage will happen around the turn, but with the par-5 16th offering opportunities for bold plays and the tough closing holes at 17 and 18, the finish is likely to be frenetic.
Gianni: The PGA Championship has always sat in the shadow of the other majors. What does the ideal PGA Championship look like in your eyes, and what would it take for it to carve out its own identity?
Brandel: The PGA Championship, to whatever degree it suffers from the comparison to the other three majors, is still counted just as much when adding them up at the end of one’s career. Almost 1/3 of Nicklaus’ major wins were the five PGA Championships he won. Walter Hagen won 11 majors, five of which were PGA Championships.
Tiger Woods twice in his career won back-to-back PGA Championships, and those four majors count just as much as the other 11 he won. The PGA may not have the prestige of the other three, but it carries the same weight. Having said that, I preferred the identity that it had as the last major of the year.
Gianni: You nailed your Masters picks. Rory won, Scottie finished solo second, and Morikawa surged to a tie for seventh. Who are your top 3 picks for the PGA Championship and why?
Brandel: I am not a huge fan of majors played on golf courses that have been shorn of most of the trees, although I understand some of the agronomic reasons for doing so and of course the ease with which it allows members to play after errant drives. However, at the highest level, it all but eliminates any strategy off the tee and turns professional golf into an even bigger slugfest. That means that it will likely be a bomber’s delight this week, but fortunately, Scottie Scheffler is long enough to play that game and straight enough to play it better than anyone else.
The major championships give us very few surprises anymore, going back to the beginning of 2012, so the last 57 majors played, the average world rank of the winners has been better than 15th in the world. So look at the highest ranked and longest drivers who are on form coming into the PGA Championship who also have great short games as the surrounds at Aronimink are very challenging. That’s Scottie Scheffler by a mile and then McIlroy and Cameron Young with a far bigger nod towards DeChambeau than I gave him at the Masters.
Club Junkie
A putter that I love and hate – Club Junkie Podcast
In this episode of the Club Junkie Podcast, we dive into one of the most interesting flatstick releases of the year with a full review of the new TaylorMade SYSTM 2 putters. After spending time on the greens, I break down what makes this design stand out, where it performs, and why it has me completely torn between loving it and fighting it. If you are into feel, alignment, and consistency, this is one you will want to hear about.
We also take a look at some of the putters in play on the PGA Tour last week. From familiar favorites to a few surprising setups, there is always something to learn from what the best players in the world are rolling with under pressure.
To wrap things up, I walk through the process of building a set of JP Golf Prime irons paired with Baddazz Gold Series shafts. From component selection to performance goals, this is a deep dive into what goes into creating a unique custom set and why this combo has been so intriguing.
Opinion & Analysis
From 14 handicap to pro: 4 things I’d tell golfers at 50
This year my 50th birthday. Gosh, where has the time gone?
As a teenager in rural Missouri, some of my junior high and high school years felt interminable. Graduation seemed light years away. But the older I get, the faster life seems to fly by.
I’m also increasingly aware of my mortality. My dad died recently. Earlier this year, a friend and fellow PGA of America professional and I were texting about our next catch-up. The next message I received was news of his unexpected passing at 48. Shortly after, a woman I dated in college succumbed to cancer at 51.
Certainly, one can share perspective at any age. Seniors help freshmen, veterans guide rookies. But reaching this milestone feels like as good a time as any to do one of those “what would I tell my younger self?” articles.
I’ve had a uniquely varied career in golf. I started as a 27-year-old, average-length-hitting, 14-handicap computer engineer and somehow managed to turn pro before running out of money, constantly bootstrapping my way forward. I’ve won qualifiers and set venue records in the World Long Drive Championships, finished fifth at the Speedgolf World Championships, coached all skill levels as a PGA of America professional, built industry-leading swing speed training programs for Swing Man Golf, helped advance the single-length iron market with Sterling Irons®, caddied on the PGA TOUR and PGA TOUR Champions, and played about 300 courses across 32 countries.
It’s been a ride, and I’ve gone both deep and wide.
So while I can consult and advise from a lot of angles, let me keep it to a few things I’d tell the average golfer who wants to improve.
1. Think About What You Want
Everyone has their own reason for picking up a golf club.
Oddly, as a professional athlete, I’m not internally driven by competition. That can be challenging, as the industry currently prioritizes and incentivizes competition over the love of the game.
For me, I love walking and being outdoors. Nature helps balance my energy. I prefer courses that are integrated into the natural beauty of their surroundings. I’m comfortable practicing alone. I’m a deep thinker, and I genuinely enjoy investigating the game, using data and intuition to unearth unique, often innovative insights. I’m fortunate to be strong and athletic, so I appreciate the chance to engage with my abilities. Traveling feels adventurous. I could go on.
You don’t have to overthink it like I do. For you, it might be as simple as hitting balls to escape work, hanging out with friends, and playing loosely with the rules and the score.
The point is to give yourself permission to play for your own reasons, and let that be enough.
But if improvement is your goal, thinking about your destination—and when you want to get there—is important, because it dictates the steps you need to take. When I set out to go from a 14-handicap to the PGA TOUR as quickly as possible, the steps I needed were very different from those of a working golfer trying to break 90 in six months. That’s also different from someone who just wants a few peaceful hours outside each week, away from work or family.
None of these goals are better than the others, but each requires a different plan that you can work backward from.
2. There Are Lots of Things That Can Work
One of the challenges of golf is that, although there are rules for playing, there aren’t clear, industry-wide standards for how to best play the game. There’s a lot of gray area.
You might hear a top coach or trainer insist that a certain move is the best way to swing or train. Then you dig a bit deeper and, much to your confusion and frustration, another respected coach or trainer says something completely different. I don’t think anyone is trying to confuse you—at least I hope not. It’s just where the industry is right now.
You have to be careful with advice from tournament pros, too. They might be great at scoring, but they’re also human and sometimes just as susceptible as amateurs to believing things that don’t really move the needle. Tour players might describe what they feel, but that’s not always what they’re actually doing when assessed with technology.
I recently ran a test on my YouTube channel (which connects to my GolfWRX article “How to use your hands in the golf swing for power and accuracy”), and, interestingly, two of the most commonly taught hand actions produced the worst results in the test.
Coaches can certainly help. If you find someone you connect with to help navigate, that’s great. But there are many ways to get the ball in the hole. In the current landscape, you may need to seek multiple opinions, think critically, and use your own intuition to discern what seems true and whose advice resonates with you.
I’d recommend seeking someone who is open-minded and always learning, because things constantly change. Absolutes like “correct” or “proper” should raise a red flag. AI can be useful, but it tends to confidently repeat popular advice, so proceed with caution.
3. Get Custom Fit
If you’re serious about becoming a better player, getting custom fit is hugely important. There’s no sense fighting your equipment if you don’t have to. Most better players get fit these days and, if they don’t, they’re usually skilled enough to work around clubs that aren’t ideal.
If you plan to play for a long time, it’s worth spending a little more upfront to get something that truly fits you and your game, rather than continually buying and discarding equipment.
Equipment rules haven’t really changed significantly since the early 2000s. To stay in business, manufacturers keep pushing those limits. If you pull a bunch of clubs and balls off the rack and test them, you’ll find differences. I’ve tested two new drivers and seen a 30-yard total distance gap. Usually, the issue isn’t bad equipment; it’s that the combination of components simply isn’t the best fit.
It’s like wearing a new pair of floppy clown shoes. Sure, they’re shoes—but you won’t sprint your best in them compared to track shoes that fit perfectly.
Be wary of what’s called custom fitting, too. Sometimes the term is used as a marketing strategy rather than an actual fitting. In some retail settings, fitters may be incentivized to steer you toward higher-priced components. That doesn’t automatically mean it’s not the best fit, but you should be aware of potential biases.
I learned a version of this lesson outside of golf. Years ago, I bought a tennis racquet at a big box store from a seemingly knowledgeable employee who thought it would suit me best. The racquet gave me tennis elbow, and I spent months recovering with rest and acupuncture. The next season, I invested more time and money to find what actually fit me, and I walked away with something amazing that I still play with years later.
So if you’re going to get fit, be smart about it.
Find someone you believe has deep knowledge—possibly with certifications, but not necessarily. Make sure there’s a wide inventory across many brands. Check recent reviews for the individual fitter if possible. Make sure you trust that the fitter has your best interests at heart. If they’re wearing a hat or shirt with a specific brand’s logo, proceed with caution. Unless you specifically want a certain brand or look, be wary of upsells, especially if two options perform nearly the same.
Also, while golf is called a sport of integrity, there’s a thread of manipulation in the industry. I once drafted an equipment article for an industry magazine, structured just like one of their previous popular stories, with matching word count and great photos. The assistant editor loved it; it was useful to readers and required little work on his part. But the editor-in-chief nixed the story. When I asked why, I was told it was because I wasn’t an advertiser. It turned out the article I’d modeled mine after was a paid ad cleverly disguised as editorial content.
I really dislike games, clickbait, and fear-based manipulation. I hope this changes, but golfers deserve to know it exists.
4. Distance and Strategy Matter
There’s a real relationship between how far you hit the ball and your scoring average, even at the PGA TOUR level.
I experienced this early in my pro career. I started as a power hitter, swinging in the high 120s and breaking 200 mph ball speed with a stock driver.
Back then, some instructors advised swinging at 80%, so I tried slowing down for more accuracy. That worked fine on shorter, tighter courses. But on longer setups, I was coming into greens with too much club, and par 5s stopped being
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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.
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
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
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.
Dino
Jun 12, 2013 at 10:16 pm
Seriously…I’d give the author a C+
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
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
paul
Jun 12, 2013 at 1:53 pm
An athletic person as a receptionist doesn’t make the job a sport.
christian
Jun 12, 2013 at 3:00 pm
Agree completely
Alec
Jun 12, 2013 at 1:30 pm
I agree with everything chris said! Awsome ad and awsome post.
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
christian
Jun 12, 2013 at 3:00 pm
LoL, good one
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.
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!
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.
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!
Tony Lynam
Jun 11, 2013 at 11:12 pm
Uh, AWESOME!!!!