In op-ed published in La Presse on April 11, Paul Wilson, NATIONAL Partner based in Montreal office, comments Nike's latest ad, positioned following Tiger Wood's win at the Arnold Palmer International two weeks ago.
The ad's audacity to affirm that winning takes care of everything generated a lot of pushback. However, our sports culture venerates real winners, who manage to succeed in extraordinary circumstances. And Nike understood this by maintaining its association with Tiger Woods despite his very public marital problems, having made the bet that the golfer would one day rise up again.
Download the PDF below to read the full article (in French).