“Tiger Woods has always said he competes to win” – When Nike defended a controversial tagline for ad featuring the 15x major champion

Earlier this year, Tiger Woods and Nike’s 27-year partnership came to an end when the veteran golfer decided to launch his own clothing label. However, it can’t be denied that this was one of the most iconic athlete-brand partnerships in the history of sports.

During their 27-year partnership, Nike and Tiger Woods shared many moments where they had each other’s back. One such incident took place when the sports apparel giant released a tagline that stirred controversy.

Following Tiger Woods' win at the Arnold Palmer Invitational in 2013 and his return to the top of the OWGR, Nike unveiled the tagline Winning Takes Care of Everything, paired with a photograph of the ace golfer. While the tagline was appealing, it also drew criticism, as many linked it to his personal life scandals and divorce.

However, Nike defended their tagline in a statement released shortly after.

"Tiger has always said he competes to win," the Nike spokesperson was quoted as saying via ABC News. "When asked about his goals such as getting back to number one, he has said consistently winning is the way to get there. The statement references that sentiment and is a salute to his athletic performance."

Many experts believed the tagline was deliberately crafted to attract both supporters and critics of the then World No. 1 golfer. Sports marketing consultant David Carter shared similar sentiments.

"This is another case of Nike being Nike," he said as per USA Today. "The tagline will reinforce both people who support Tiger or are put off by him."

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"The days since have been filled with so many amazing moments and memories" - Tiger Woods on his association with Nike

Following the end of his relationship with Nike in January, Tiger Woods took to social media to thank the apparel giant for their support.

"Over 27 years ago, I was fortunate to start a partnership with one of the most iconic brands in the world," he wrote on Instagram. "The days since have been filled with so many amazing moments and memories, if I started naming them, I could go on forever.

"Phil Knight's passion and vision brought this Nike and Nike Golf partnership together and I want to personally thank him, along with the Nike employees and incredible athletes I have had the pleasure of working with along the way."

A month later, Woods launched the Sun Day Red, his new apparel and footwear line in association with TaylorMade Golf.

The 48-year-old golfer will be seen playing at the PNC Championship alongside his son, Charlie Woods, at the Ritz-Carlton Golf Club in Orlando, Florida, next week. This will be his first competitive event since undergoing back surgery in September.