It was a goosebump moment when Tiger Woods ended his five-year wait for a victory on Sunday.
One of the world's most recognisable sports stars inspired wild scenes of celebration not normally associated with the golf course. But Tiger's a one-off and his comeback - while not universally lauded - is the kind of story which reminds us why we love sport so much.
Tiger's long-time sponsors Nike marked the win with a new ad which has gone down a storm on social media.
The new Instagram ad is split across two panels, revealing the messages: "He's done" "it again"
Even at the height of the controversies surrounding Tiger, Nike stood by their man and their loyalty has not gone unnoticed. In 2013 he signed a new £200m deal with the company.
Woods will be the centre of attention at the Ryder Cup in Paris this week which is nothing new for the charismatic golfer. But the nature of his success on Sunday will have the fans and reporters following his every move and hanging on his every word.
Nike's own advertising strategy has been the subject of much debate in the last few months. They unveiled a striking new campaign with Colin Kaepernick at its core, the NFL quarterback who made his own protest against racial injustice and police brutality by kneeling during the American national anthem.
This controversial choice divided opinion, especially in America, and some people filmed themselves setting their Swoosh-branded gear alight in protest. But the company recently reported a surge in profits with many of its customers seemingly galvanized by Nike's brave choice of ambassador.
