NEW YORK (AP) — Maybe winning doesn't take care of everything.
Nike is causing a social media storm with its latest online ad showing a picture of Tiger Woods overlaid with a quote from him, "Winning takes care of everything."
The ad, posted on Facebook and Twitter, is supposed to allude to the fact that the golfer recovered from career stumbles to regain his world No. 1 ranking on Monday, which he lost in October 2010. But some say it's inappropriate in light of Woods' past marital woes. It's the latest controversy from the athletic giant who has recently had to cut ties with biker Lance Armstrong and runner Oscar Pistorius due to separate scandals.
Woods has long used the phrase — at least since 2009 — whenever reporters ask him about his or other golfers' rankings.
The ad has garnered more than 8,000 likes and 2,000 shares on Facebook, as well as hundreds of comments, many congratulating Woods on the ranking, but others commenting that the ad sends the wrong message in light of Woods' past problems. His 5-year marriage to Elin Nordegren collapsed in 2010 after multiple affairs came to light.
Others responded on Twitter. Annie Kessler, 25, in Columbus, Ohio, tweeted that the ad was a "poor choice" for Nike. She said in an interview that she felt compelled to tweet because even though she understands why Nike would want to promote Woods, the phrase itself is inappropriate because of Woods' past infidelity.
Nike spokeswoman Beth Gast said that the ad references Wood's refrain that he competes to win.
"When asked about his goals such as getting back to number one, he has said consistently winning is the way to get there," she said in an email response to a query. "The statement references that sentiment and is a salute to his athletic performance."
Allen Adamson, managing director of branding firm Landor Associates in New York, said the ad signals that Nike believes it is time Woods — who in addition to his new No. 1 ranking is now in a much-touted relationship with Olympic ski champion Lindsey Vonn — is back in the spotlight.