New Nike campaign encourages golfers to 'Play in the Now'

Nike Golf
The new Nike Golf commercial is a journey through time, focusing on those who fear golf innovation.
By T.J. Auclair
Connect with T.J.

Series: Golf Buzz

Published: Thursday, January 16, 2014 | 7:24 a.m.

Nike is no stranger to making fantastic golf commercials. The company's latest effort is no exception.

In an effort to describe and amplify the innovation behind the new Nike VRS Covert 2.0 driver, Nike takes viewer into a time machine. The spot playfully takes a jab at those who are afraid to try new technology and reject advancements.

READ: Nike introduces new VRS Covert 2.0 drivers

For instance, there's this exchange on the first tee at the beginning of the commercial, when a young man prepares to hit his opening drive with the new VRS Covert 2.0 driver:

He addresses the ball and an older man with dated clothes and an even more dated driver chirps, "Ohhh... You look just like Tiger with that new Covert. The last real innovation was titanium."

And it goes on, through time, with old-timers mocking the latest, most technologically advanced equipment.

You can watch the commercial here:

Follow T.J. Auclair on Twitter, @tjauclair.


T.J. Auclair is a Senior Interactive Producer for and has covered professional golf since 1998, traveling to over 60 major championships. You can follow him on Twitter, @tjauclair.