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Nike Instagram post: But another major never hurt Nike Instagram post: You've already won

Where This Came From

A few days before this ran, Scottie gave a press conference at the 2025 Open Championship that kind of broke the internet. Asked what winning actually means to him, he went on this long, totally unscripted riff about how chasing trophies isn’t fulfilling — “it’s fulfilling from the sense of accomplishment, but not from the deepest places of your heart” — and that if golf ever got in the way of his family, that’d be the last day he played for a living. The clip blew up. Some outlets called it one of the most candid press conferences in golf history; others (the New York Times reportedly nicknamed him “Nihilist Scottie”) read it as bleak out of context. Either way, he won the tournament four days later with his wife and baby son waiting for him — and we leaned all the way into it.

It Kinda Blew Up

Reddit r/golf post sharing the Nike ads, 4.1K upvotes
r/golf: “Those Nike Ads” — 4.1K upvotes, 121 comments
Reddit comments reacting to the ad
“That's actually a good ad.” “Nike advertising is pretty much goated at this point”
Famous Campaigns headline: Nike celebrates Scottie Scheffler's Open win with a wholesome nod
Famous Campaigns covered it too
Twitter reaction post quoting the Nike ad
“Scottie single-handedly making prioritizing family cool again. Great ad.”

Press

Golfmagic Nike’s ad for Scottie Scheffler’s Open was tear-jerkingly perfect “You’ve already won.” Brad Nash on why the real-time Nike post landed so well with golf fans. Washington Examiner Nike praised for pro-family ad after criticism over woke ads: “More of this” Heather Hunter on the widespread praise for the family-focused spot, framed as a departure from Nike’s past campaigns.