Report: Nike to air Tiger Woods ad
April 7, 2010
NEW YORK (AP)—Nike Inc. will air a TV commercial Wednesday featuring TigerWoods on the eve of his return to competitive golf, according to a publishedreport.
Woods returns Thursday at the Masters after taking a leave of absence latelast year after revelations of infidelities and a stint in rehab.
The Wall Street Journal, citing people familiar with the matter that it didnot name, reported the ad includes the voice of Woods’ late father, Earl,talking about taking responsibility for one’s actions. The newspaper said the adwill air on ESPN and the Golf Channel, two places ripe with possible buyers forWoods’ line of golf products that Nike makes.
The Journal reported the advertisement is shot in black-and-white and hasWoods looking directly into the camera, while his father speaks in thebackground: “I want to find out what your thinking was; I want to find out whatyour feelings are. Did you learn anything,” Earl Woods says.
Nike declined to comment on its plans. And Wieden and Kennedy—an ad agencythat often works with Nike—referred calls to Nike.
The sporting goods maker was one of a few sponsors to stick by Woods throughthe scandal that erupted late last year. Woods had been the sports world’sbiggest moneymaker and was the first $1 billion earner.
But he lost top endorsements from companies such as Accenture LLP and AT&TInc. as the scandal unfolded. Other companies like Procter & Gamble Co.’sGillette unit, didn’t drop him outright, although it stopped featuring him inadvertisements.
But companies more closely linked to his golf ability, such as Nike,memorabilia maker Upper Deck Co. and video game maker Electronic Arts Inc. stuckby him.
Experts say it will be a year or more before any major new companies signWoods. Even then, it will depend on whether he can return to his winning ways.
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