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AMERICAN FORK — Tony Finau wasn’t the only Utahn who benefitted from the first round of the British Open.
Across the ocean and on the other side of the world, Tiger Woods was giving a major boost to one Utah County-based athletic tape company.
The former World No. 1 golfer teed it up Thursday at his first British Open since 2015, but something was a little bit off. Citing a sore neck, Woods wore a black patch on the back of his neck with two letters — K-T — on the back.
Golf fans were skeptical.
But anyone who has seen the billboards, advertisements and in-store products from Utah-based KT Tape knew exactly what he was wearing.
Woods was using the brand’s KT Tape Pro Jet Black, a product of the popular American Fork company KT Tape that helps reduce soreness in muscles, joints and tendons that Woods’ medical camp informed him would help with the stiff neck he suffered when he woke up in Scotland.
Back in the office in the north end of Utah County, KT Tape CEO Greg Venner immediately started messaging his staff.
And here’s video of Tiger with the KT tape. Maybe he just slept wrong? Hey, he’s in his 40s, it happens. 🤞🤞🤞https://t.co/er9TDmdZ9J
— Tiger Tracker (@GCTigerTracker) July 19, 2018
"We were obviously very, very surprised," chief marketing officer Russ Schleiden told KSL.com. "Our CEO is an avid golf fan, and he was up at 7 a.m. watching the Open … and he started seeing our tape. Everyone was getting pictures and sharing them.
"We saw a ton of media blowup, and social media has been blowing up. It’s been a fun couple of days."
Schleiden said the company’s sales rose nearly 300 percent Thursday, and the deluge of interest continued to pour in as Woods completed his second round Friday.
The 42-year-old golf superstar said he doesn’t have an existing relationship with KT Tape, but his medical staff advised him to give the company’s therapeutic tape a try — and he was pleased with the results.
According to the company, KT Tape helps reduce pressure on muscles and tissue that cause discomfort and pain by lifting the skin and allowing greater movement of lymphatic fluid that transports healthy white blood cells to areas of inflammation to remove waste, cellular debris and bacteria.
And Woods tacitly and organically endorsed the product in his post-round interview Thursday.
"Just helping me support my neck a little bit. Makes me feel a little bit more comfortable," Woods told PGATour.com after the round. "Everyone acts like this is the first I've been bandaged up. I’ve been doing this for years … braces and bandages. Just this time, it’s actually visible.”
It didn’t hinder his game much, either; Woods shot even-par 71 at Carnoustie Golf Club, settling into a top-35 performance while thanking what national media described as "the two pieces of black sports tape visible beneath Woods’ blue vest."
Woods was five shots off the lead, and four strokes behind Utah native Tony Finau, who carded a 4-under 67 on the first day.
Getting the organic, off-the-cuff endorsement of KT Tape from a star like Woods has also helped expand the company’s trial blueprint, as well — even if many of those trials are free or available at nominal costs.
"The awareness of KT Tape is really high here in Utah. Nationally, we have high awareness," Schleiden said. "But some people don’t really know or understand how it works. When they see Tiger wearing it, they think that stuff must be great. And we get a huge jump in trial."
The company’s marketing team also took advantage of the media boost, posting a "flash sale" on their website and offering 25 percent off for customers to "get the tape you saw this weekend in Britain on one of the world’s great golfers" in an online ad. The sale lasts through Monday at midnight.
"We were pleasantly surprised to see Tiger wearing the tape in the morning, since we don’t have a formal relationship with him," said James Aida, a senior brand manager with KT Tape. "Similar to when Tom Brady wore our tape in the AFC championship game and Mirai Nagasu wore it during her famous triple axel during the Winter Olympics, elite athletes and their trainers trust KT Tape to provide drug-free pain relief and support, whether we sponsor them or not.
"He was looking for a little more support, and the tape made it more comfortable."
Web traffic to kttape.com also rose 200 percent, as avid golf fans and casual observers began Googling the medical tape that Woods was wearing.
While Woods does not have a formal sponsorship with KT tape, the company counts plenty of stars in its camp. U.S. beach volleyball star Kerri Walsh-Jennings is a notable client, as is marathon star Meb Keflexighi and tennis twins Bob and Mike Bryan. A host of Winter Olympians and U.S. Soccer players train and compete with the tape — many of them based in Utah — and the American Fork-based company has sponsorships with USA Track and Field, U.S. Soccer, USA Cycling, USA Wrestling and U.S. Speed skating.
But few athletes still have the reach of Woods, even as he tries to make one final comeback in his 40s.
"Tiger is still Tiger. He's still king," Schleiden said. "A lot of people still cheer for him and want him to make a comeback. He still has a lot of fans and a lot of followers. He played great yesterday and today, and has had a great round.
"We've got it up on the big screen in the office, and everyone is watching and wants to see him play well. He’s got a lot of fans here."
