Nike, Woods: Winning takes care of everything

posted at 5:21 pm on March 27, 2013 by Ed Morrissey

Does it? Earlier today, I wrote about David Petraeus’ strategy to rebuild his public image by publicly apologizing for the personal scandal that forced him to resign as CIA Director last fall.  The legendary military strategist chose a straightforward path towards atonement, which was an expression of humility and remorse.

Tiger Woods and Nike have charted a different course, as CBS reported this morning:

Advertising Age’s Abbey Klaasen says this campaign has “swagger,” but will swagger work for Woods in this instance? Klaasen says this is part of modern sports culture, which is certainly true — but Tiger Woods wasn’t just a sports star.  He was a cultural phenomenon, a household name in a sport that produces almost no other household names.  That massive popularity wasn’t based on “swagger,” it was based on a much different kind of persona.  If he’s planning to regain that iconic popularity, “swagger” about winning doesn’t sound like a great plan to get there — although perhaps Nike and Woods are just accepting the fact that Woods’ scandal will never allow him that kind of comeback, which seems odd to me.

Besides, as Klaasen adds at the end, that “swagger” has to be backed up by some actual winning, and not just in secondary events.


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Winning takes care of everything?? What an amoral piece of crap!

michaelo on March 27, 2013 at 5:27 PM

Ed comes back from electing the pope and hates him some Tiger Woods. He just won a few days ago. How long has this article been sitting in the can?

DaydreamBeliever on March 27, 2013 at 5:28 PM

Yeah, that’s swell. So Nike is adopting the same motto the far left has. The ends always justify any means. Glad I didn’t buy their shoes yesterday or I’d have to take ‘em back now.

Meople on March 27, 2013 at 5:28 PM

The legendary military strategist chose a straightforward path towards atonement, which was an expression of humility and remorse.

No, he just publicly humiliated his wife again.

As to Woods, he screwed everything that moved. Any woman who gets involved with him, unless they are looking for a short term payout, will be hurt — and exposed to every STD including but not limited to herpes.

Blake on March 27, 2013 at 5:29 PM

Nike, Woods: “Winning takes care of everything.”

Excellent advise Tiger got from his outing with Barry, and gladly passed it on to Nike, to use as a terrific campaign ad slogan.

hawkeye54 on March 27, 2013 at 5:30 PM

Well yes, but what does he think about same sex marriage? And does he have a pink equal sign on his Facebook page? That is clearly the most important question of this century!

ButterflyDragon on March 27, 2013 at 5:32 PM

As to Woods, he screwed everything that moved. Any woman who gets involved with him, unless they are looking for a short term payout, will be hurt —

Ah, but if Tiger ever wants to enter the realm of politics, once he gets bored with golf, his resume will shine! :)

hawkeye54 on March 27, 2013 at 5:32 PM

Or, as they say in other sports – “winning is a great deoderant”.

dentarthurdent on March 27, 2013 at 5:32 PM

Well yes, but what does he think about same sex marriage?

Tiger, “Go for it!”.

After all, who is he to judge.

hawkeye54 on March 27, 2013 at 5:33 PM

For what does it profit a man to gain the whole world and forfeit his soul?

Othniel on March 27, 2013 at 5:35 PM

Recalling the times when Ed’s protege, Tina Korbe, lectured us on feminine modesty and then showed up at CPAC with her skirt hitched up to her hips.

DaydreamBeliever on March 27, 2013 at 5:37 PM

Nike always does this. ‘Every knock is a boost’ is their ad strategy. No big deal.

joejm65 on March 27, 2013 at 5:38 PM

Woods is a slime. So is Petraeus. “legendary military strategist” … LOL. He rented some arabs in Iraq and couldn’t make the same work in Afghanistan. Quite the “legend”, there … and he was dumb enough to take the top spy post (to work for the worst enemy America has ever faced in our own government) while he was carrying on with a chick with a big mouth over email and text messages. Brilliant guy …

ThePrimordialOrderedPair on March 27, 2013 at 5:39 PM

Was “Money is All that Really Matters” already taken?

AZCoyote on March 27, 2013 at 5:40 PM

To be fair, this quote is not new; Woods has used it throughout his entire career, even before he was married. One might question the timing of pulling the quote out of the box again, but to say this is solely directed toward his personal life and is indirectly a slap in the face to his ex would not be completely accurate.

Erich66 on March 27, 2013 at 5:43 PM

Different courses are gay…

Seven Percent Solution on March 27, 2013 at 5:46 PM

Nike: another purveyor I’ll be not purchasing again.

This ad campaign is indecent. I can’t imagine anyone with any tiny bit of ethics ever granting this campaign a ‘go’. It’s like blaring, “We’re Nike and we’re scummy!”

Lourdes on March 27, 2013 at 5:47 PM

AKA the Chris Brown approach.

joekenha on March 27, 2013 at 5:47 PM

Nike: another purveyor I’ll be not purchasing again.

Nike: another purveyor I’ll be not purchasing FROM again.

Lourdes on March 27, 2013 at 5:47 PM

Obama with his “I won” slur: apparently he can’t invent or author anything original.

Lourdes on March 27, 2013 at 5:48 PM

Idiocracy.

All the mouth breathing urbanites are at home watching Ow, My Balls.

tom daschle concerned on March 27, 2013 at 5:49 PM

Two Words: Slick Willie

CW on March 27, 2013 at 5:53 PM

Nike always does this. ‘Every knock is a boost’ is their ad strategy. No big deal.

joejm65 on March 27, 2013 at 5:38 PM

No big deal: me never buying Nike products again.

So, they don’t care – I don’t care.

Lourdes on March 27, 2013 at 5:54 PM

Idiocracy.

All the mouth breathing urbanites are at home watching Ow, My Balls.

tom daschle concerned on March 27, 2013 at 5:49 PM

Thanks, I needed a good mid-afternoon laugh.

Erich66 on March 27, 2013 at 5:54 PM

All of holier than moralizers really need to give it a rest. Nothing the guy did affected any of you. He more than paid for it too, and has been humiliated more than anybody in recent memory. The guy freaking went on TV and aoologized too. What else do you sanctimonious angels want him to do.

His wife was a part-time model and nanny, who got paid for $100 million after the divorce for 5 years of marriage. I think Tiger more than compensated her enough. By all accounts, he’s a great dad to his kids and works jis schefule around them. He has more than atoned for his sins.

His ex on the other hand can jump from guy to guy, but none of it bothers you people. If you dont want to watch him, then fine…but all this nonsense is more than enough. His wife badically assaulted him with a golf club, and got away with it. I doubt if roles eere reversed, he would hsve.

Chudi on March 27, 2013 at 5:56 PM

Typing from phone, so apologize for typos…lol.

Chudi on March 27, 2013 at 5:57 PM

…well…he’s stil a POS!

KOOLAID2 on March 27, 2013 at 5:59 PM

Chudi on March 27, 2013 at 5:56 PM

I just wanted to take a minute of my time to thank you for moralizing people who as you say, are moralizing.

The world would be less rich without you.

tom daschle concerned on March 27, 2013 at 5:59 PM

Chudi on March 27, 2013 at 5:56 PM

You are trying to dictate to others who they should like and dislike, based on your personal opinion. I’m glad you feel entitled to do that but, at the same time, are trying to slam people who think Tiger is slime. Okey doke …

What do you care if others make judgments that are consistent with what they think? How does that affect you? It doesn’t, which is exactly what you were getting all bent out of shape about with respect to Tiger’s actions and people’s feelings and thoughts about him.

People in the public eye live with the danger of having the public turn on them, for whatever reasons. That’s how it goes. The slime, himself, has been more than adequately compensated. For fvck’s sake, the guy only plays golf and he gets billions for it.

ThePrimordialOrderedPair on March 27, 2013 at 6:06 PM

The world would be less rich without you.

tom daschle concerned on March 27, 2013 at 5:59 PM

Ah, but alas, Chudi’s parents were pro-life, another moral richness we’re all thankful for.

Rovin on March 27, 2013 at 6:07 PM

Golf is for pu**ies.

M240H on March 27, 2013 at 6:08 PM

I think this is much ado about nothing. Tiger had to win to get back to being the #1 golfer in the world. Did he screw up his personal life? Of course. His ex took home hundreds of millions in the process, so I don’t really give a crap about her suffering, or the marriage story in the first place. Tiger is a golfer, not a role model, and by winning he has made it back to the top of his profession. I don’t think the ad has anything to do with life or morals. It’s a sports ad for crying out loud.

Can we please get back to destroying each other so that we ensure Democratic leadership for the rest of our natural lives?

TheLoudTalker on March 27, 2013 at 6:14 PM

There’s higher priorities than play.

Speakup on March 27, 2013 at 6:14 PM

Fox News Alert:
Tiger is a self-absorbed narcissist with no moral compass.

CycloneCDB on March 27, 2013 at 6:21 PM

Nike, Woods: Winning Money takes care of everything

VorDaj on March 27, 2013 at 6:22 PM

Lance Armstrong and Oscar Pistorius unavailable for comment..

Caper29 on March 27, 2013 at 6:30 PM

The follow up ad will show Tiger with Vonn and the caption:

“What difference, at this point, does it make?”

hit and run on March 27, 2013 at 6:31 PM

Why is this article on this site? For the record, what does it matter what any person does own their own time, as long as it doesn’t cost taxpayers money, or get someone murdered? If Tiger want’s to screw every woman on earth, that’s his choice, and one he has to live with. I can understand people commenting on what our government is doing because it effects all of us, but why get involved in a celebrities personal life? I do find it absurd what he did to his wife and kids though, but his decision. He is one hell of a golfer though.

F_This on March 27, 2013 at 6:32 PM

Recalling the times when Ed’s protege, Tina Korbe, lectured us on feminine modesty and then showed up at CPAC with her skirt hitched up to her hips.

DaydreamBeliever on March 27, 2013 at 5:37 PM

Nice legs, but she has some kind of very pronounced head nod tic.

VorDaj on March 27, 2013 at 6:34 PM

First, I don’t think I’m going to get to bent out of shape with Mr. Woods about what an ad agency says. Especially one of the only ones that didn’t drop him like a hot potato. Second, he is nothing more than a sports star to me, I am not invested in his rise or fall. Third, I think the lose of his family, endorsements, a large portion of his bank account and the possibility of its effect on his game is sufficient, I’m for leaving the man alone.

Cindy Munford on March 27, 2013 at 6:36 PM

CycloneCDB on March 27, 2013 at 6:21 PM

Not unlike many in the sports and political game but mention Tim Tebow and see what personality type is more acceptable.

Cindy Munford on March 27, 2013 at 6:38 PM

Why is this article on this site? For the record, what does it matter what any person does own their own time, as long as it doesn’t cost taxpayers money, or get someone murdered? If Tiger want’s to screw every woman on earth, that’s his choice, and one he has to live with. I can understand people commenting on what our government is doing because it effects all of us, but why get involved in a celebrities personal life? I do find it absurd what he did to his wife and kids though, but his decision. He is one hell of a golfer though.

F_This on March 27, 2013 at 6:32 PM

Because Phil Knight tries to use this chump to market his products to us. His personal life becomes a point of discussion when he tries to use his personality to separate me from my money.

Are you really that naive, or just an overly sensitive Libertarian who tries to frame every discussion as “live-and-let-live”?

CycloneCDB on March 27, 2013 at 6:39 PM

Not unlike many in the sports and political game but mention Tim Tebow and see what personality type is more acceptable.

Cindy Munford on March 27, 2013 at 6:38 PM

But Tebow is a CHRISTIAN! How dare he?!?!?!

CycloneCDB on March 27, 2013 at 6:41 PM

Is this about the 2012 election?

Count to 10 on March 27, 2013 at 7:00 PM

CycloneCDB on March 27, 2013 at 6:41 PM

There are some things that just can’t be tolerated.

Cindy Munford on March 27, 2013 at 7:03 PM

Yeah, that’s swell. So Nike is adopting the same motto the far left has. The ends always justify any means. Glad I didn’t buy their shoes yesterday or I’d have to take ‘em back now.

Meople on March 27, 2013 at 5:28 PM

+100

I’ve bought my last Nike shoe…. ever.

itsspideyman on March 27, 2013 at 7:18 PM

Not unlike many in the sports and political game but mention Tim Tebow and see what personality type is more acceptable.

Cindy Munford on March 27, 2013 at 6:38 PM

HOLY Cow!

This is brilliant! Yep, all Tim Tebow does is win, and he can’t get even a chance!

itsspideyman on March 27, 2013 at 7:20 PM

Woods is a disgusting man whose arrogance could never be denied. Even when he tried the apology tour after first getting busted, it still showed through.

Now, because he’s managed to win at two of his cherry-picked tournaments in roughly a short period of time, we’re supposed to be proud that “he’s back.” He golfed with Barry, so he’s rehabilitated. He’s with Lindsey Vonn now, which means not that he’s now clean cut but that she has no standards. He’s number one in the world despite not having won a major in almost five years, but the people who complained when Westwood or Donald was #1 are oddly silent.

He’s still the same filth, but the golf media loves it because he’s a ratings draw, even if 2/3 of us watch hoping he’ll fall flat on his face. Truth is that the best golf I’ve seen was when he was away from the sport, and there will be no better day for it than when he retires and leaves the sport to its years of tradition rather than making it revolve around one arrogant little man.

Gingotts on March 27, 2013 at 7:37 PM

Which, of course, explains why FDR is thought of more highly than Hoover.

WryTrvllr on March 27, 2013 at 7:51 PM

Did anyone else catch this jerk-off littering on the practice area on t v this weekend. What an arrogant pos!

rjoco1 on March 27, 2013 at 8:03 PM

Ah, but alas, Chudi’s parents were pro-life, another moral richness we’re all thankful for.

Rovin on March 27, 2013 at 6:07 PM

Hey dumbass, no need to talk about my parents, ok. Isn’t it funny watching imbeciles like you get mad at Tiger Woods, while on the other hand wishing somebody will die. You of course, are perfect and holy, and have never done anything. I really have no patience for imbeciles like you.

Chudi on March 27, 2013 at 8:06 PM

The world would be less rich without you.

tom daschle concerned on March 27, 2013 at 5:59 PM

Said the moron who is mad that Tiger Woods had sex with other women. What an imbecilic nincompoop.

Chudi on March 27, 2013 at 8:08 PM

Did anyone else catch this jerk-off littering on the practice area on t v this weekend. What an arrogant pos!

rjoco1 on March 27, 2013 at 8:03 PM

What a pathetic tool you are…lol. You really need to get a life or maybe get a job, so that you are not spending your afternoons on your couch watching TV, and looking for stuff to gossip about. What a bunch of losers.

Chudi on March 27, 2013 at 8:10 PM

Because Phil Knight tries to use this chump to market his products to us. His personal life becomes a point of discussion when he tries to use his personality to separate me from my money.

Are you really that naive, or just an overly sensitive Libertarian who tries to frame every discussion as “live-and-let-live”?

CycloneCDB on March 27, 2013 at 6:39 PM

This is just pathetic…really. Some people really need to get a life or maybe a job.

Chudi on March 27, 2013 at 8:12 PM

I have a news flash for Woods — “winning” will never “take care of” the fact that his kids will always look at him as a whoring jerk who messed up their family.

Winning.

Jaibones on March 27, 2013 at 8:14 PM

Hey chudi you are a pathetic irritant. Do us all a favor and STFU.

rjoco1 on March 27, 2013 at 8:17 PM

I have a news flash for Woods — “winning” will never “take care of” the fact that his kids will always look at him as a whoring jerk who messed up their family.

Winning.

Jaibones on March 27, 2013 at 8:14 PM

Oh yes, you apparently care about his kids more than he does? You have all the starving kids in this world, and you are worried about Tiger Woods kids?

I suggest you get a life. What a loser.

Chudi on March 27, 2013 at 8:18 PM

Hey chudi you are a pathetic irritant. Do us all a favor and STFU.

rjoco1 on March 27, 2013 at 8:17 PM

I think if you look up ‘pathetic’ in the dictionary, it will have a picture of you. I bet you the country club in your town, that you cannot afford to join, will give anything for Tiger Woods to litter their practice area. You really need to get a life.

Chudi on March 27, 2013 at 8:23 PM

Golf is for pu**ies.

M240H on March 27, 2013 at 6:08 PM

Self-censoring is for pussies. Grow a pair, tough guy (or gal, as the case may be).

Mallard T. Drake on March 27, 2013 at 8:42 PM

A little more air in Tiger’s head and his ego will be swelled back to the size it was “before.” He would like to top off the air gauge at the Masters.

Mallard T. Drake on March 27, 2013 at 8:45 PM

Oh, and where was the media for Mr. Woods running around. Rumor has it that he had to give an interview to a small time magazine he would have normally ignored because they caught him in the act. More open secrets for the chosen few?

Cindy Munford on March 27, 2013 at 9:08 PM

I suggest you get a life. What a loser.

Chudi on March 27, 2013 at 8:18 PM

Framing this as an endorsement of sorts, Choad.

Jaibones on March 27, 2013 at 9:10 PM

As to Woods, he screwed everything that moved. Any woman who gets involved with him, unless they are looking for a short term payout, will be hurt —

Ah, but if Tiger ever wants to enter the realm of politics, once he gets bored with golf, his resume will shine! :)

hawkeye54 on March 27, 2013 at 5:32 PM

He screwed anything that would take his money for services rendered. His women were prostitutes.

slickwillie2001 on March 27, 2013 at 9:30 PM

Said the moron who is mad that Tiger Woods had sex with other women. What an imbecilic nincompoop.

Chudi on March 27, 2013 at 8:08 PM

Oh boy, here we get to play back up your accusation reprobate!

Get to it fa**ot. Back up your accusation.

No need to apologize, I don’t give people like you any credibility.

tom daschle concerned on March 27, 2013 at 9:37 PM

Idiocracy.

All the mouth breathing urbanites are at home watching Ow, My Balls.

tom daschle concerned on March 27, 2013 at 5:49 PM

Guess my first comment on the thread nailed you chudi.

Now wash my balls!

tom daschle concerned on March 27, 2013 at 9:42 PM

“I think the swagger works, as long as he follows it up with his performance.”

That’s what his indiscretions thought too.

rukiddingme on March 27, 2013 at 10:05 PM

Tiger’s degree of fame wasn’t just about being brilliant at golf, it was also the well crafted myth of the contented family man that also sucked in a lot of people who were thrilled to have him as a role model for their kids. People who may not have been as interested in golf before his arrival on the scene, were drawn in.

He can certainly make a comeback on the fairway and with die hard golf fans, but he will not regain the level of general acceptance and appreciation that he had before all of this happened.

I used to stop and have my kids watch him when he did something amazing for the aforementioned reason. Now I just don’t pay attention. To me, he’s just another horndog athlete/celebrity. A dime a dozen.

GeeWhiz on March 28, 2013 at 7:55 AM

Chudi on March 27, 2013 at 8:06 PM
Chudi on March 27, 2013 at 8:08 PM
Chudi on March 27, 2013 at 8:10 PM
Chudi on March 27, 2013 at 8:12 PM
Chudi on March 27, 2013 at 8:18 PM
Chudi on March 27, 2013 at 8:23 PM

Okay, now I have to ask… are you employed by Tiger Woods or are you Tiger Woods? Because otherwise all of the effort you’ve put in to attack everybody else in defending an ego-filled pervert that wouldn’t give you the time of day without an appearance fee is the most pathetic thing imaginable.

Gingotts on March 28, 2013 at 10:09 AM

When it comes to golf winners: Anyone but Tiger Woods! — Phil Mickelson preferably.

Dasher on March 28, 2013 at 11:12 AM

When it comes to golf winners: Anyone but Tiger Woods! — Phil Mickelson preferably.

Dasher on March 28, 2013 at 11:12 AM

I’d say Padraig Harrington preferably, but otherwise you’ve nailed my golf watching strategy exactly.

Gingotts on March 28, 2013 at 11:31 AM

When it comes to golf winners: Anyone but Tiger Woods! — Phil Mickelson preferably.

Dasher on March 28, 2013 at 11:12 AM

I’d say Padraig Harrington preferably, but otherwise you’ve nailed my golf watching strategy exactly.

Gingotts on March 28, 2013 at 11:31 AM

My wife would probably pick Rory Mcllroy :)

Dasher on March 28, 2013 at 2:40 PM