At the initial stages, I believe celebrity endorsements can be very important in attracting people to a specific brand, but I’m a Nike guy and it’s not because of Tiger or Rory, but because of my relationship with the brand.
I know amateurs, for example, who are TaylorMade guys, but it has nothing to do with Dustin Johnson.
Having said that, Nike may have made an solid first impression if you were in the middle of the era in which Tiger was the idol, or you looked up to Michelle Wie. Maybe that put you on to Nike and you were there to stay.
However, for me and many others who I know, it doesn’t matter. If they were PING, Callaway, Cobra or any other brand, they were before Jordan Spieth came along or Rory or Jason Day and they’re sticking with their brands.
I think once you’re hooked to a brand, you’re loyal to a brand. If Tiger went to wearing adidas tomorrow, I doubt many people would switch from Nike and likewise is true if somebody went from wearing adidas to wearing Nike.
No matter what sport you play, once you become hooked on a brand, one person is unlikely to sway you.
Endorsements are great for initial impressions and getting the brand’s name and logo on television, but if my favourite player eats Cheerios, it doesn’t mean that I’m going to start eating Cheerios.