The Talker: Nike's Tiger Woods ad draws critics - New York News

The Talker: Nike's Tiger Woods ad draws critics

Posted: Updated:

By MAE ANDERSON

Associated Press

NEW YORK (AP) - Maybe winning doesn't take care of everything.

Nike is causing a social media storm with its latest online ad showing a picture of Tiger Woods overlaid with a quote from him, "Winning takes care of everything."

The ad, posted on Facebook and Twitter, is supposed to allude to the fact that the golfer recovered from career stumbles to regain his world No. 1 ranking on Monday, which he lost in October 2010. But some say it's inappropriate in light of Woods' past marital woes. It's the latest controversy from the athletic giant who has recently had to cut ties with biker Lance Armstrong and runner Oscar Pistorius due to separate scandals.

Woods has long used the phrase - at least since 2009 - whenever reporters ask him about his or other golfers' rankings.

The ad has garnered more than 8,000 likes and 2,000 shares on Facebook, as well as hundreds of comments, many congratulating Woods on the ranking, but others commenting that the ad sends the wrong message out in light of Woods' past problems. His 5-year marriage to Elin Nordegren collapsed in 2010 after multiple affairs came to light.

Others responded on Twitter. Annie Kessler, 25, in Columbus, Ohio, tweeted that the ad was a "poor choice" for Nike. She said in an interview that she felt compelled to tweet because even though she understands why Nike would want to promote Woods, the phrase itself is inappropriate because of Woods' past infidelity.

Nike spokeswoman Beth Gast said that the ad references Wood's refrain that he competes to win.

"When asked about his goals such as getting back to number one, he has said consistently winning is the way to get there," she said in an email response to a query. "The statement references that sentiment and is a salute to his athletic performance."

Allen Adamson, managing director of branding firm Landor Associates in New York, said the ad signals that Nike believes it is time Woods - who in addition to his new No. 1 ranking is now in a much-touted relationship with Olympic ski champion Lindsey Vonn - is back in the spotlight.

"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,' " he 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."

Marketing consultant Laura Ries was more positive on the move.

"The reality is what he said is true," Ries said. "Whether or not they should have said it in an ad is another story."

The ad comes after Nike has had to sever ties with two other high-profile athletes. It dropped Armstrong in October, before Armstrong himself came clean in January, citing insurmountable evidence that he participated in doping and misled the company about those activities for more than a decade. And in February it suspended its contract with Oscar Pistorius, the double amputee runner from South Africa charged with premeditated murder in the Valentine's Day killing of his girlfriend.

Nike never cut ties with Woods when his scandal broke in 2010, and even tried to help resuscitate his image with a black-and-white ad four months later featuring a voice-over by his late father.

Online: http://on.fb.me/X91rwF

Copyright 2013 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Follow Us!

Share Your Photos & Video

  • Local NewsLocal NewsMore>>

  • Another company to give family free cruise

    Family of 5-year-old with cancer upset with cruise line

    Family of 5-year-old with cancer upset with cruise line

    Friday, July 25 2014 3:44 PM EDT2014-07-25 19:44:05 GMT
    A Long Island family is upset that a cruise line won't accommodate them after their 5-year-old son had to have emergency surgery for cancer. Nicolas Colucci and the rest of his family was supposed to go on a cruise on the Norwegian Breakaway.
    A Long Island family is upset that a cruise line won't accommodate them after their 5-year-old son had to have emergency surgery for cancer. Nicolas Colucci and the rest of his family was supposed to go on a cruise on the Norwegian Breakaway.
  • Jersey City swears in new firefighters

    Jersey City swears in new firefighters

    Friday, July 25 2014 3:23 PM EDT2014-07-25 19:23:09 GMT
    AP photoAP photo
    Jersey City has 26 new firefighters, including the city's first black woman to wear the uniform. Mayor Steven Fulop swore in the newest members of the department during a ceremony at City Hall on Friday. The city said the hiring was made possible by funds from a $6.9 million federal grant that was announced in January.
    Jersey City has 26 new firefighters, including the city's first black woman to wear the uniform. Mayor Steven Fulop swore in the newest members of the department during a ceremony at City Hall on Friday. The city said the hiring was made possible by funds from a $6.9 million federal grant that was announced in January.
  • New York suggests summer shutdown for Indian Point

    New York suggests summer shutdown for Indian Point

    Friday, July 25 2014 3:08 PM EDT2014-07-25 19:08:24 GMT
    A state agency is suggesting summer shutdowns at the Indian Point nuclear power plant in the New York suburbs. The idea is to protect migrating and spawning fish who might otherwise get sucked into the plant. Indian Point takes 2.5 billion gallons a day from the Hudson River to make steam and cool its two reactors.
    A state agency is suggesting summer shutdowns at the Indian Point nuclear power plant in the New York suburbs. The idea is to protect migrating and spawning fish who might otherwise get sucked into the plant. Indian Point takes 2.5 billion gallons a day from the Hudson River to make steam and cool its two reactors.
Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices