Following yet another impressive victory by Scottie Scheffler, Nike unveiled a new advertisement centered on family values and the importance of grounding success in strong personal foundations. For those unfamiliar with Scheffler, he is currently the number one ranked golfer in the world and has established himself as the most dominant force on the PGA Tour.
Nike posted this ad right after Scheffler won The Open Championship.
Priorities unchanged. Another major secured.
— Nike (@Nike) July 20, 2025
The wins keep coming on and off the course for Scottie Scheffler pic.twitter.com/S5QoVUzevk
No matter how many times Scheffler wins in the PGA, his main focus has always been his wife, child, and family. Some might say that's how it's supposed to be, but that's not what has been highlighted by companies such as Nike. So to see them highlighting this moment could be a turning point in the industry.
While speaking to the media, here's what Scheffler had to say about the importance of faith and family:
"I would much rather be a great father than I would be a great golfer ... that's what's more important to me."
This is powerful.
— Anna Lulis (@annamlulis) July 15, 2025
Professional golfer Scottie Scheffler reveals that true fulfillment doesn’t come from success—but from God and family
“I’d much rather be a great father than a great golfer.”
Get married. Have kids.
pic.twitter.com/OKpbclp2gg
Beautiful. Scottie Scheffler shares how he immediately looks for his family after a major win - not the trophy:
— Lila Rose (@LilaGraceRose) July 21, 2025
“The first person I look for is my wife… she’s always the first person I want to celebrate with.”
This is what will change culture. Loving your family first. pic.twitter.com/jAtxRsvt1r
Over the years, Nike has promoted athletes such as former 49ers quarterback Colin Kaepernick and women's soccer player Megan Rapinoe, both of whom have bashed America in the past. This is a refreshing change for the company -- but the question remains: Is this a one-off or will Nike return to normalcy and continue to promote family values? That remains to be seen, but they are currently back on the right trajectory.
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Nike’s decision to promote family values in the wake of Scheffler’s latest win is not just a smart marketing move—it’s a reflection of where many Americans find meaning today. In a culture often driven by individualism and flash, Scheffler’s steady humility, grounded faith, and devotion to his wife and growing family present a refreshing contrast. By spotlighting these qualities, Nike taps into a broader audience that sees success not just in trophies, but in character and relationships. It is a unique moment where elite athletic achievement and everyday values intersect.
Scheffler's recent achievements speak volumes — in 2024 alone, he captured three of golf’s four major championships: the Masters, the PGA Championship, and most recently, The Open Championship. Scheffler’s consistent excellence on the course, paired with his humble demeanor and strong family-oriented image, has made him not only a fan favorite but also an ideal figure for brands like Nike looking to highlight character, discipline, and tradition in their messaging.
For a brand that has leaned into controversy or provocation, this pivot to emphasizing stability and integrity is both timely and effective. It signals to consumers that greatness doesn't have to come at the cost of humility or family. In a divided cultural landscape, celebrating the virtues of loyalty, discipline, and groundedness can resonate across generational and political lines.
Nike in 2023: A man in a sports bra.
— Christian Collins (@CollinsforTX) July 21, 2025
Nike in 2025: Scottie Scheffler with his son.
We are winning the culture war. pic.twitter.com/7sfREvaAiG
Aligning with Scheffler’s example allows Nike to reintroduce itself not just as a symbol of performance, but as a company that values the person behind the athlete. In doing so, Nike reinforces a message that excellence is amplified—not diminished—by family, faith, and purpose.
