Tommy Fleetwood Split With NIKE. What’s Next?

Tommy Fleetwood just finished T-4 at the AT&T Pebble Beach Pro-Am and he looked fantastic doing it, but what was he wearing?? Maybe more importantly, what wasn’t he wearing?

Other than his shoes, no NIKE.

Fleetwood had been with NIKE for the last 16 years. Now, they’ve split. Given what he did to finish last season, NIKE should’ve rolled out the red carpet to keep him. They didn’t.

Here’s what Fleetwood had to say: “Our contract [with NIKE] was ending and it just turned out like we, you know, sort of didn’t end up in a place where I’m wearing NIKE stuff this year. Who knows what’s going to happen in the future.”

Who knows who was really being stubborn. They both had leverage so I could see it going either way.

Regardless, here’s where I think he could end up.

Likeliest destinations

There are a few likely characters in play here. In my head, I’m looking at money, brand fit and general common sense. These guys lead the pack:

adidas — One of the few companies with pockets as deep as NIKE. They’ve diversified their golf look as of late, bringing back some traditional, more relaxed-fit options. He would join Collin Morikawa, Ludvig Aberg, Xander Schauffele and a few other stars, but given Schauffele’s slight decline in the past year and Aberg’s plateau, Fleetwood would be their clear No. 1 guy.

I know Morikawa just won. Doesn’t matter. Fleetwood would be their guy.

lululemon — lululemon has already teamed up with a few stars (Max Homa and Min Woo Lee) to make their mark on the PGA Tour. In a practice round for a DP World Tour event in Dubai, Fleetwood was seen rocking some relaxed-fit golf lululemon trousers and a trendy cropped polo.

J.Lindberg — Premium European fashion brand (looking to expand their roster, I hear). Whether Fleetwood goes their way or not, they’d love to get him. This signing would give them two top ~15 guys in Fleetwood and Viktor Hovland. They’re big on the mix of golf and lifestyle which seems to suit Fleetwood. The money could be right here, too.

Not-so-likely (but still possible) destinations

These are the brands I don’t think could put up a competitive offer against NIKE—but, hey, you never know. It’s fun to speculate.

Sun Day Red — Fleetwood is a TaylorMade guy. TaylorMade owns Sun Day Red. Tiger Woods and the Sun Day Red team have indicated that they’re looking to build out an athlete roster of top professionals. Fleetwood is a “top professional.” He is already a TaylorMade club and ball endorser. He would become Sun Day Red’s first big-time pro outside of Tiger.

With TaylorMade’s backing, the money could be right but I’m not so sure about the brand fit.

Malbon — Fleetwood was seen practicing in a Malbon crewneck yesterday, which was supposedly loaned to him by Jason Day. Is Tommy just enjoying free agency, or is this a sign of things to come? Malbon has their guy in Day (who is playing great right now) but Fleetwood would give them an even better chance to get Malbon in front of cameras late on Sunday.

Brand fit could be right, but do they have the money for him? Hard to say.

Students Golf — These guys are under the radar but we’ve seen Fleetwood rock Students during his TGL match with LAGC. I don’t imagine they have the pockets right now to deliver a massive deal but he might be willing to forgo a big check to be a really involved creative brand partner with an emerging golf brand.

Brand fit, good. Common sense, you could argue. Money? I’m not so sure.

So where will Fleetwood sign?

No legitimate rumors right now. All we know is he’s out on NIKE. It seems Fleetwood is enjoying his time as a free agent—donning club logos during tournament play, experimenting with emerging brands like Students. He’s truly in no hurry to link arms with anyone. But my best bet?

adidas.

I think adidas gives him everything he could ask for: face of their golf brand, creative freedom in their partnership, money.

I don’t think Malbon or Students is ready to dish that cash. J.Lindberg could make sense but it just feels a little plain for Fleetwood. Lululemon actually feels like a great fit. I wouldn’t be surprised by that.

Given TaylorMade’s ownership of Sun Day Red, there’s definite chemistry there but they have some intense standards from what I can tell. Not sure Fleetwood would enjoy that move long-term.

What do y’all think? Bad idea to split with NIKE? And where will he go next?