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Tiger Woods and Nike take a shot too far with new ad after tourney win

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By Noel Young, Correspondent

March 27, 2013 | 3 min read

Back in the top spot as the world's No 1 golfer, Tiger Woods and sponsor Nike have shocked some fans with a new ad saying, "Winning takes care of everything."

Tiger Woods: An ad too far?

Tiger's career nose dived and his marriage broke up amid 2009 revelations about a string of affairs.

The ad from Nike Golf appeared on Facebook and Twitter after Tiger won the Arnold Palmer Invitational on Monday "with his personal scandals finally in the rear-view mirror," as AdAge put it.

The win took 37-year-old Tiger back to the world No. 1 ranking he held for 281 consecutive weeks before the 2009 meltdown.

The new ad shows Tiger eyeing a putt. A quote from him reads, "Winning takes care of everything." Underneath, there is the word "Victory" alongside the Swoosh logo.

Crisis PR expert Mike Paul told AdAge it was dangerous and "brazen" for Woods and Nike to risk a backlash from fans and media when both their brand reputations were rebounding.

Paul said,"This could get fans fired up. Woods is better than that. Nike is better than that . . . .Every human being who has a heart, as well as a head, understands that's its always about more than just winning."

Nike Golf spokeswoman Beth Gast responded , "Tiger has always said he competes to win. When asked about his goals such as getting back to No. 1, he has said consistently winning is the way to get there.

"The statement references that sentiment and is a salute to his athletic performance."

Some followers on Facebook were hostile."No. Winning does not take care of everything. Nice message that you are sending to children," wrote one.

"So it doesn't matter what kind of person you are, what your morals are, as long as you win? What a crock."

But others congratulated Woods. "Let's share in the excitement of Tiger being back with a roar,"said one.

Tiger fell as low as No. 58 in the world rankings but has now won five tournaments over the past year and is a favourite for his 5th green jacket at the Masters .

He and Olympic skier Lindsey Vonn recently revealed their relationship on Facebook.

One Facebook fan said Nike had missed an opportunity: "Should have posted the pic of Tiger and Lindsay Vonn laughing together and said 'Love Takes Care of Everything.' "

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