You couldn't possibly have missed it, but if you did, Nike dropped a bombshell on the golf industry last night by saying it would stop producing golf clubs, balls and bags.
The major announcement, released via a statement on the company's website, said it is to ‘accelerate innovation’ in footwear and apparel and that it ‘will partner with more of the world’s best golfers'.
But how did the social media world react to the news? Firstly, it was broken by ESPN sports business reporter Darren Rovell.
BREAKING: Nike announces it is ending its golf equipment business. No more clubs, balls or bags. Business just way to challenging.— Darren Rovell (@darrenrovell) August 3, 2016
Tour pros and their caddies then weighed in...
This is huge news! 20 major wins and 3 world number 1's used Nike equipment.— Trevor Immelman (@TrevorImmelman) August 3, 2016
Absolutely shocked to hear about @nikegolf stopping all hardware manufacturing! Concentrating only on apparel.— Craig Connelly (@theweeman77) August 3, 2016
Former PGA Tour player Brad Fritsch turned his attention to the workers at Nike...
I know nothing about Nike golf but I know a few reps out on both Tours and I hope they quickly land on their feet. Good luck, fellas.— Brad Fritsch (@BradFritsch) August 4, 2016
Other brands jokingly started using Twitter to try and poach Nike staffers...
What about Tiger?
Tiger's agent Mark Steinberg: Tiger is a "staunch & massive brand ambassador for Nike." Will discuss working w/new equipment companies.— Darren Rovell (@darrenrovell) August 3, 2016
And as for cricket superstar and keen golfer Kevin Pietersen, he feared for the sport's future and called urgently for a Twenty20 style format for the game...
NIKE getting rid of its golf business, ADIDAS selling TaylorMade. Really worrying signs for golf! A T20 style format must happen! AND FAST!— KP (@KP24) August 4, 2016
Nike Golf :: Your thoughts
What did you make of last night's Nike Golf news? Leave your thoughts in the 'Comments' section below.