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  Using Athletes’ Notoriety: A Strong Business Strategy or Simply Poor Taste?
 
 Nike is wise to stand behind their players/investments and acknowledge the issues that they have created. To run away and pretend that they were unaware of their players situations would be foolish, weak and unfortunately quite typical for most. Once again Nike has assessed it's strengths/weaknesses, innovated and created a way to win, the very essence of athletic competition. Seems pretty "On Brand" to me. By creating these campaigns Nike has acknowledged and confronted these issues allowing customers/fans to understand Nike's position and therefore allowing everyone to collectively "move on". 
Mark Natale, Principal, Smarthinking Inc. - November 13, 2010
 
 Tiger Woods and the Celtic Tiger do have a lot in common. Both 'Tigers' were young, verile,good at their game, cocky, got themselves in to a hole, screwed up and in the case of the Celtic Tiger...they skinned the poor animal and smoked him. At least Tiger Woods has been given a second chance! 
Rage Dude, retired brand specialist, citizen's opinion - November 13, 2010
 
 By showcasing what their advertising team do best, Nike have humanised a sports mega-star and cast LeBron as a regular person; who is capable of making mistakes just like everyone else. The same goes for this year's Tiger Woods advert; which many deem to be utterly distasteful. In both of these cases, it isn’t necessarily about what these mega-stars have done. It’s about the difference between the expectations others may have of them versus the expectations they have of themselves, and the moral dilemma they find themselves in. 
Aislinn Mahon, Marketing Advisor, UCD Marketing Development Programme - November 15, 2010
 
 Good point! Notoriety itself would not be enough to keep such an athlete at bay, rather the nature and magnitude of that notoriety in people's mind would be more important. The type of notoriety these athelets might have shown may be overshadowed much quicker than thought, perhaps by their actions or new dimensions of media reports in terms of their sports performance. Gradually, people will probably start thinking of them as a star(s) and keep considering their "past" notoriety as athletes' personal matters. In my humble opinion, it is not of poor taste, rather it shows nike's commitment and good business strategy. 
Khandoker Mahmudur Rahman, Assistant Professor, School of Business, United International University, Bangladesh - November 18, 2010
 
 What Nike has done is take a bold step along the line of disruption, and who knows just what this may help the brand achieve........I really wouldn't be quick to write it off as being in poor taste, it actually struck me as a somewhat 'real' and down-to-earth campaign strategy....if nothing else, the approach scores high on differentiation (at least in my reckoning).......truth's at times, it's quite expedient to shrug off prevailing sentiments and inhibitions and tow the unpopular path. True to type, Nike JUST DID IT! 
Tomi Ogunlesi, Strategy Planner, Bates Cosse, Lagos - November 18, 2010
 
 Nike rode on the populah these starity and "character" of both the stars, but got caught by the cleft stick when the bottom fell off their iconic status. they could either drop them like a hot potato like some other brands did, or do what they did. And I think it;s a rather smart strategy of projecting continuity and character to the brand (thou shall not desert friend in need). Its a gamble, but seems to be paying off well. in many ways its helped the brand grow into a higher position ; Can we call this mirror-kaleidoscope effect ...... :) 
Pancham Endlaw, Country Manager, TZ Mobile - December 10, 2010
 
 
     
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