Nike is earning widespread praise for its latest ad campaign spotlighting professional golfer Scottie Scheffler’s Open Championship win — and, more importantly, his role as a devoted father.
On Sunday, Nike posted a message to X celebrating Scheffler’s fourth major victory, along with two heartfelt images that struck a dramatically different tone from some of the brand’s more controversial campaigns in recent years.
“Priorities unchanged. Another major secured. The wins keep coming on and off the course for Scottie Scheffler,” Nike’s caption read.
Priorities unchanged. Another major secured.
The wins keep coming on and off the course for Scottie Scheffler pic.twitter.com/S5QoVUzevk
— Nike (@Nike) July 20, 2025
One image showed Scheffler helping his young son, Bennett, reach for a golf club on the green, accompanied by the words: “You’ve already won.” The second showed Scheffler mid-swing beneath a clear blue sky, with the text: “But another major never hurt.”
The ad dropped just hours after Scheffler’s win at the 153rd Open Championship at Royal Portrush — and shortly after a press conference where the world’s top-ranked golfer emphasized that fatherhood, not trophies, gives him life’s deepest fulfillment.
Social media users applauded Nike’s shift in tone, contrasting it with previous campaigns that stirred backlash for promoting what some critics called “woke” messaging.
“Nike just shared a pro-family ad with professional golfer Scottie Scheffler and his son. We need more of this. The culture is changing,” one user posted on X.
“Quite the turn from what we’ve seen the last 5+ years. Let’s get back to promoting family like this,” another wrote.
Others praised the brand’s messaging while taking subtle shots at past controversies.
“Yes, there you go, guys! Wholesome, pure, and about the game. We’re legit cheering for you. Get as far away from the past as you can.”
“What happened? Dudes wearing your bras not moving enough merch?” quipped another commenter, referring to the backlash over Nike’s 2023 partnership with transgender influencer Dylan Mulvaney.
Nike is the latest mega corporation to make Dylan Mulvaney, a biological man, their female brand ambassador.
These companies are spitting in the faces of women every single day.
Stop giving them your money.
pic.twitter.com/KOEt09uv2e— Michael Seifert (@realmichaelseif) April 5, 2023
In April 2023, Nike faced significant criticism after partnering with Mulvaney to promote women’s sportswear — a campaign that included leggings and sports bras. Critics claimed the move was part of a broader “woke agenda,” accusing the company of sidelining biological women in favor of inclusivity optics.
Nike defended the campaign, promoting messages of tolerance and vowing to remove bullying or hateful comments. Around the same time, Nike also drew mixed reactions for ads featuring plus-size models and body diversity, further fueling debates around brand values and consumer expectations.
Nike’s latest success follows a rocky stretch for the iconic sportswear company, marked by tone-deaf ad campaigns and internal instability.
Nike ads, 2021 vs 2025: pic.twitter.com/XD6ofUS2km
— End Wokeness (@EndWokeness) July 21, 2025
Nike aired its first Super Bowl ad in 27 years, titled “You can’t win. So win.” The commercial, criticized across marketing and media circles, was described as confusing, performative, and disconnected from consumer values and cultural context.
In a separate blow to the brand’s public image, Nike announced in early 2024 that it would lay off at least 740 employees from its Oregon headquarters. The cuts, described by Nike leadership as part of the “second phase of impacts,” were attributed to declining revenue expectations for the first half of fiscal 2025.
The layoffs and failed ad campaigns reflect growing pressure on Nike to recalibrate its brand identity — once built around athletic excellence, grit, and aspiration — after years of leaning heavily into polarizing political and cultural themes.
Scheffler, now a four-time major champion and the world’s No. 1 golfer, delivered emotional remarks during the tournament that likely influenced the ad’s tone.
Scottie Scheffler just gave one of the best (and deepest) press conference answers ever heard. pic.twitter.com/SUIRKuLwgb
— Golf Digest (@GolfDigest) July 15, 2025
WILL THE NEW NATIONAL GEOGRAPHIC MUSEUM BE WOKE?
“I’d much rather be a great father than I would be a great golfer. At the end of the day, that’s what’s more important to me,” Scheffler said.
Scheffler’s son Bennett stole the spotlight during the trophy ceremony, and Nike capitalized on the heartwarming moment, capturing a message that resonated deeply with many — even those previously critical of the brand.