Oh the joys of real-time marketing backlash. We’re quite sure Tiger Woods and Nike are very happy he’s back on top. We’re also quite sure they both really do feel “winning takes care of everything” as the brand’s real-time ad touted yesterday.
It’s also very clear quite a few people are none too happy about Tiger Woods flouting his newfound No. 1 status following his sex scandal debacle from a few years ago. Some say the ad is in poor taste and, in essence, sweeps the not-so-winning portion of Woods’ life under the carpet.
While the ad grabbed thousands of likes and shares, many feel the ad was in poor taste and lacks a kind of humility one might expect from a man with a past akin to Woods.
Of the decision to create the ad, Nike spokeswoman Beth Gast said, “When asked about his goals such as getting back to number one, he [Woods] has said consistently winning is the way to get there. The statement references that sentiment and is a salute to his athletic performance.”
Of course, there’s nothing wrong with winning. We should all strive to do out best and that’s what Woods is doing. He’s a golfer and he wants to be on top of his game. And there’s no shame in getting there.
But brands — in this case both Woods and Nike — must consider how the public will react. There will always be a significant percentage of people who will never forget, nor forgive, what Woods did in his past.
Nike has a long history dealing with athletes and celebrities who are not exactly pillars of purity. While it does make for great press — and some say that’s all that matters — one does have to question at what point should a brand cut and run. While Nike has cut and run plenty of times (think Armstrong and Pistorius), it has also connected with “tarnished” athletes as well (think Michael Vick).
Was Nike right in creating this real-time ad?
