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?
Club Junkie
Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie
On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.
I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.
Opinion & Analysis
AVL: We’re talking about practice! My best tips for taking your game to the course
With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.
Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.
While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.
Drills
From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.
This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.
My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.
Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.
This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.
Game Mode
Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.
One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.
It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.
Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.
This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.
Competition
Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.
Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.
When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.
Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.
Drills
From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.
My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.
This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.
Game Mode
Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.
Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.
Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.
This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.
Competition
Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.
When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.
Equipment
Seoul Sensibilities: Is Korean golf fashion starting to shape the world?
For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.
A rather poetic mouthful packed into a short expression.
Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)
There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.
Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.
Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.
As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.
But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.
The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.
It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.
And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only
Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.
Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.
Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.
As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.
That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.
From Seoul, With Intent
Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.
Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”
Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.
It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.
Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”
That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.
These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.
And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”
“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon
Seoul and Beyond
If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.
For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.
He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.
Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.
And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon
In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”
At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.
There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.
And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.
For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.
Which brings us back to kkot-saem-chu-i.
That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.
And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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!!!!