Tony Finau Just Made the Switch From Swoosh to Jumpman

Summary

• Tony Finau’s signing with Jordan Brand formalizes a long-standing relationship
• Finau will debut head-to-toe Jordan Golf apparel at the 2026 Sony Open
• The move reflects Jordan Brand’s broader push to establish a more performance-driven presence in golf

Tony Finau has signed with Jordan Brand. The move may come as a surprise to some. Not because it feels out of left field, but because Finau has spent years operating as something of an unofficial Jordan ambassador.

Though formally aligned with Nike, his connection to Jordan Brand has long been apparent. He’s always gravitated toward Jordan silhouettes, most notably the Air Jordan 1 Low Golf, which he wore in a modified, player-exclusive version. He also became a familiar presence at Grove XXIII, often playing alongside Michael Jordan. Taken together, the signing feels less like a shift and more like a recognition of what was already there.

Finau will make his 2026 debut today at the Sony Open wearing head-to-toe Jordan Golf apparel, a rarity in the professional game. “Joining the Jordan Brand marks a new chapter in my career,” Finau said in an essay. “Obviously Michael represents excellence at the highest level. Jordan Brand is incredible to be a part of, and Michael is an incredible individual to represent.”

What’s more interesting, though, is what this signals for Jordan Brand’s ambitions in golf.

Last year, the brand underwent a soft relaunch, introducing a refreshed apparel line and the introduction of the Jordan Air Rev Golf. Rather than leaning heavily on nostalgia, the focus shifted toward performance and modern relevance, while still staying rooted in Michael Jordan’s competitive ethos.

So while Tony Finau joining the roster is a meaningful addition, it may ultimately be remembered as a precursor. Expect more from Jordan Brand this year as it works to solidify its place within the game.