Nike Celebrates Scheffler’s Family Man Image Post-Open Win
Brand Adopts Pro-Family Stance Amidst Athlete’s Personal Philosophy
Following his recent Open Championship triumph, golfer Scottie Scheffler has become the focus of a new Nike advertising campaign that highlights his familial values. The ads, released shortly after his victory, feature Scheffler alongside his young son, Bennett.
A Shift in Advertising Focus
One of Nike’s advertisements displays a side-by-side image of **Scheffler** and his son, accompanied by the tagline, You’ve already won.
A second ad proclaims, But another major never hurt.
This campaign arrives on the heels of **Scheffler’s** public remarks about the primacy of family over his golf career.
Scottie won major number four just days after saying that true fulfilment comes from more than just trophies.
Nike’s ad got it spot on.
As a dad, this one hit. Wins are great, but nothing beats the moments at home.
Fatherhood is so rewarding… we should talk about it more!!! pic.twitter.com/rHY829SNoK
— Thomas Hal Robson-Kanu (@RobsonKanu) July 23, 2025
Days before his major win, **Scheffler** candidly stated that golf is not a fulfilling life,
emphasizing his commitment to his family. He was quoted saying, I’m blessed to be able to come out here and play golf. But if my golf ever started affecting my home life or it ever affected the relationship I have with my wife or with my son, that’s going to be the last day that I play out here for a living.
He added, I would much rather be a great father than I would be a great golfer.
Public Reaction and Brand Strategy
The advertising has sparked diverse reactions across social media. Many users have lauded Nike’s apparent shift toward family-centric messaging.
The Nike Scottie Scheffler ad was great.
But…
Nike is only responding to the preferences of its talent. Their ads foreground their talent’s life and personality. That ad reflects Scheffler. If the next golfer is not a family man, Nike will do something different.
— Clovis Trahan (@SeamusNua) July 22, 2025
We’re witnessing a quiet reorientation in global storytelling. Nike’s Scottie Scheffler pro family ad doesn’t just sell performance, it also centres generational legacy, positioning family as the foundation of excellence. Meanwhile, Dolce & Gabbana’s Alta Sartoria show in Rome… pic.twitter.com/DDmkqCRT5f
— Freddie Featherby (@FJJFeathers07) July 22, 2025
Culture is radically changing.
Even a year ago, Nike would have never posted a pro-family advertisement honoring great dads over whatever left-wing talking point is trending these days.
Related note, becoming even more of a Scottie Scheffler stan these days. pic.twitter.com/N8NxmxN0sh
— Isabel Brown (@theisabelb) July 21, 2025
“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.”
– Scottie Scheffler📷 @Nike pro-family ad highlights Scheffler’s baby son as a “win”, after his 4th Major Championship victory. pic.twitter.com/gIrpiN83ek
— Precious Life (@PreciousLifeCom) July 21, 2025
I am not the biggest Nike hater on the planet and I think the Scheffler ad is “good” on its own terms, but it’s very amusing how quickly and successfully they’ve flipped the script on this format: [Athlete] + [Vapid Slogan] + [Culture War] = $$$ pic.twitter.com/u3Kxscgi40
— Nick Blake (@NCBlake) July 22, 2025
Did you see the cultural vibe shift? @Nike‘s pro-family ad celebrates Scottie Scheffler’s baby son as his greatest “win.”
Children don’t hold families back and the biggest brands are catching on. pic.twitter.com/RnWVUGPnqo
— SevenWeeksCoffee (@7WeeksCoffee) July 21, 2025
Nike has released a solid pro-family ad featuring Scottie Scheffler and his son, following his victory at the 153rd Open Championship at Royal Portrush on Sunday. It’s a shame pro-family messaging is now so rare that it’s noteworthy. pic.twitter.com/lSZloBG3pL
— Caldron Pool (@CaldronPool) July 21, 2025
No one: (complete silence)
Absolutely no one: (still nothing)
LinkedIn influencer: I’m going to recreate the iconic Scottie Scheffler Nike ad pic.twitter.com/uEHPyeNuFj
— Jason Hanson (@JasonTheHanson) July 21, 2025
The new Nike Ad of Scottie Scheffler. Quite the turn from what we’ve seen the last 5+ years. Let’s get back to promoting family like this. pic.twitter.com/MnqqTxSeez
— T.J. Moe (@TJMoe28) July 21, 2025
Nike posted this photo of Scottie Scheffler and his son with the caption “Priorities unchanged.”
I love when mainstream brands promote life and family!
This is the way. pic.twitter.com/k5dZMj8az0
— Christine Yeargin (@christineyeargs) July 20, 2025
Culture is shifting.
@Nike just released a pro-family ad, highlighting Scottie Scheffler’s baby son as a “win”
Children aren’t burdens—they’re blessings. pic.twitter.com/gKs2rNbutl
— Anna Lulis (@annamlulis) July 21, 2025
Conversely, some commentators have pointed to Nike’s past treatment of its pregnant athletes, such as sprinter **Allyson Felix**, who reported a significant pay cut during contract negotiations following her first pregnancy. This has led to discussions about the authenticity and motivations behind the brand’s current marketing approach.
Globally, family-centric narratives in advertising are seeing a resurgence. For example, in 2023, the average number of children per family in the United States was approximately 1.94, a figure that has seen gradual shifts over decades, reflecting changing societal priorities (Statista, 2023).
