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Reported by Malcolm Morrow
Tiger Woods has landed in a little bit of hot water because of a recent ad that he did for Nike. In the ad, Woods is quoted saying: “Winning takes care of everything.” Many media outlets feel like those words send the wrong message. It makes one believe that an athlete can get past any situation — no matter how severe — as long as they continue winning. Does he have a point though?
Some outlets think it was just Nike’s way of showing their support for Woods and his rise back to the top. After all, the once respectable athlete had been on a losing streak for years after his affairs went public. Now he has found his swag with a new girlfriend and the number one spot in his career. “They’re looking at this and saying, ‘Time has passed, he’s winning again, it’s time to turn up the volume on our association,’ ” Allen Adamson, managing director of branding firm Landor Associates in New York said. “But it’s risky when you associate with a celebrity only based on winning or losing. Consumers care about how you play the game: both the actual game and the game of life.”
In 2009, the media viciously attacked Woods after it was revealed that he had been having affairs with numerous women. Every day it seemed like a new woman was coming forward to reveal a relationship with Woods. Most people were extremely disappointed in Woods’ behavior and felt as though one of our last “pure celebrities” had been corrupted.