The Masters Tournament was initially scheduled for April 9-12 at Augusta National Golf Club in Augusta, Georgia, but due to the COVID-19 pandemic one of golf’s most prestigious events will be played November 12-15 at the storied club.
At the tournament, Nike (NKE) will debut “Fearless Together,” a collection of footwear specifically designed for the tournament, as well as the Nike polo “Frank,” featuring Tiger Woods’ iconic clubhead cover. Woods has won the Masters five times in his career.
The “Fearless Together” collection features 3 sneaker offerings: Air Max 270 G ($170), Air Zoom Victory Tour ($200), and the Air Zoom Infinity Tour ($180). Each features a white, volt green and black abstract-striped colorway. According to Nike, the collection celebrates the athletes who break barriers in golf and beyond.
“Nike tries to show consumers that it is the brand that the best athletes in the world wear, period. That can be in any sport,” says UBS Analyst Jay Sole. He tells Yahoo Finance that even though golf represents less than 2% of Nike’s overall business, the Swoosh brand still wants to expand and maintain dominance in all sports.
“When people tune into basketball, they’re going to see the best basketball players wearing Nike. If they turn on football, they’re going to see the best football players wearing Nike. Soccer, same thing, and in golf, the same thing.”
The polo shirt features breathable knit fabric with Dri-FIT technology to help athletes stay dry. It features a Frank on left chest, an orange label on the placket, orange thread on the top button, and a facsimile of the original Nike shoebox under the back collar. The Swoosh brand says that these elements help showcase “heritage style.”
Analyst John Kernan of Cowen Equity Research tells Yahoo Finance that Nike is aspiring to move golf into a more fashion-forward sport, in contrast to Adidas (ADDYY), which plays its golf offerings on the safer side.
“I think Nike is playing a role in making golf fashionable, and they are using both the Nike and Jordan brand to promote new styles and silhouettes. Adidas takes a much more conservative approach to design in golf while Nike is much more distinct,” said Kernan.
The “Fearless Together” collection goes on sale on Nike’s website on November 12.
Reggie Wade is a writer for Yahoo Finance. Follow him on Twitter at @ReggieWade.
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