Nike has caused a stir with an ad to mark Tiger Woods' return to shape, stating that “Winning takes care of everything.” The ad was released as Woods again became the world's top-ranked golf player last week but some consumers are unimpressed by the Nike statement, due to the player's highly publicized philandering four years ago. Some of the outraged critics regard the Nike ad as a message that the behavior and personal standards of an athlete are irrelevant as long as he wins. Nike defended the line by arguing that Woods himself said he wanted to win consistently as a means to return to the top spot.

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