Jordan Brand Finally Gets Its Tour Guy As They Welcome Tony Finau

If you’re reading this now, the rumors were real, and my intuition proved right. Jordan Brand welcomes Tony Finau to its roster.

Tony Finau signed with Nike back in 2016, the same signing window as Brooks Koepka. In my latest Weekly segment, I revisited that moment and asked a simple question. What will Nike do with Tommy, Brooks, and Tony....

As of Wednesday, January 14, the rumor mill was spinning. After a bit of digging and a small tip to keep an eye on the Sony Open, one thing kept coming up. Jordan Brand was preparing to sign a high-level Tour player. My mind went straight to Finau.

Jordan Brand is different. Michael Jordan is personally involved in approving athletes, which makes every addition feel intentional. Tony isn’t new to the Jumpman orbit either. He has long been one of the few Tour players who chose to wear the Air Jordan 1 Low Golf, not just because it was available, but because it felt authentic to him.

Then there was the FinauFresh content. If you follow along, you know it offers a rare behind-the-scenes look at Tony’s life on Tour, largely driven by his wife, Alayna. In a recent video from a practice round in Hawaii, a familiar logo was conveniently covered by an on screen filter. The cut and silhouette were unmistakable. A Jordan Brand golf polo hiding in plain sight.

The footwear sealed it. Tony was spotted wearing the Fragment Design x Travis Scott x Air Jordan 1 Low OG SP Sail Military Blue, a sneaker currently commanding over four figures on GOAT. That doesn’t feel accidental. It feels like a soft launch.

Why I love the move is simple. Tony is a competitor first. Basketball was his first love. He owns six PGA TOUR wins, 65 top tens, and peaked at 10th in the now retired Player Impact Program. He’s respected, relatable, and always in the conversation.

If Jordan Brand truly wants to take golf seriously, as they’ve suggested over the past year, this feels like a defining step. Not loud. Not forced. Just the right athlete, at the right moment.

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