When all the revelations about Tiger Woods emerged a few months back, many of his major sponsors were quick to sever their agreements with him. Its easy to understand why these companies acted in this way - many of the core attributes that Tiger stood for, which in many cases aligned to the attributes of the brands of these sponsors, were torn to pieces.
One company that did not break-off their contract was Nike, arguably Woods’ longest standing and most ardent supporter. Above is the first campaign that they have shot with Tiger since the allegations surfaced. It features a somber looking Tiger, with the voice of his father, Earl, trying to explore what Tiger might be able to learn from the catalog of events that have happened.
Its not really for me to question the validity of some brands continuing to work with Tiger, and some not, but I am left with a lot of respect for Nike. They have taken what has been a difficult and saddening episode, and while acknowledging that it happened, and that is was wrong, are going about building some creative, inspiring and thought-provoking to sit in its place.
Thanks Hegs for the video.
