Nike and Tiger Woods. Nike’s big gamble.
Tom Dougherty, CEO – Stealing Share
27 March 2013
Tiger Woods demonstrates the danger with celebrity endorsements
Celebrity endorsements are risky business. Companies that hire famous faces also buy any ugly publicity that person generates. Enter Nike and Tiger Woods.
That’s why corporations are quick to axe celebrities who engage in bad behavior.
“This in-your-face celebrity campaign could backfire.”
Nike’s new Tiger Woods campaign, which kicked off as soon as the golfer regained his number one ranking, appears to capitalize on his past mistakes. It deliberately reminds customers of the womanizing that cost Woods his wife and his sterling reputation.
The slogan: “Winning Takes Care of Everything” implies that being back on top of the professional golf heap erases Woods’ personal transgressions.
Not so, said Nike. The quote was innocently lifted from Woods’ response when asked if rival Rory Mcllroy intimidated him.
Sorry, Nike. The public may admire Tiger Woods’ golf ability, but they don’t like his personal life. This in-your-face celebrity campaign could backfire. Nike and Tiger Woods seems like poor fit these days.
Ataribox Tom Dougherty, CEO - Stealing Share 18 July 2017 Ataribox is perfect for this moment in time I’ll repeat just as I have said in the past, “I am by no means a video gamer.” But I do know Atari and have an interest in Ataribox. But my lack of gaming skills...
Time rebranding Tom Dougherty, CEO - Stealing Share 17 July 2017 Time rebranding is fools gold with name change News reports say there’s a Time rebranding effort afoot. And I think it’s fool’s gold to think that will make the company (and its magazines) more relevant....
Boston Scientific Tom Dougherty, CEO - Stealing Share 13 July 2017 Boston Scientific TV spot doesn't create preference There are few, if any, companies that brand products and companies in the medical device category more than Stealing Share. We’ve worked with...