Nike

Nike’s Dilemma

1. Impact of Tiger Woods Scandal

I thought that this case has two different ways of looking at it, the bright side and the dark side. The bright side of the story is that Nike benefited from this greatly from all the free publicity, whereas the bad side was the fact that the man they invested in has done a huge scandal.

To start off, I believe that there is no such thing as bad publicity and the Tiger Woods case has brought immense recognition to the company, all sorts of media was covering the story highlighting the fact that Nike was tiger woods sponsor, while viewing pictures and conferences, where the athlete was wearing Nike products. This case has benefited Nike more than hurt its image. Furthermore, the type of publicity that was brought did not heavily effect Nike’s image as a sponsor but rather the Athletes image as a professional, who represented the sport of Golf and was Nike’s ‘diplomat’ in that Market. Therefore, to me this scandal has put a spotlight on Nike and its products in the sporting market, while criticizing Mr. Wood’s actions, which to the regular viewer would not be blamed on Nike, due to the fact that he had affairs that Nike could not have known about. If you remember the Asian worker’s case and the lower wages and work conditions Nike was offering to their customers, that to me was something that heavily and negatively hurt the company, it’s a scandal that is directly related to Nike as a company.

2. At the time of the scandal, should Titleist have attempted to take advantage of Nike’s misfortune?

Before answering this question, I believe that this was not a misfortune but a fortune from Nike’s point of view. The misfortune was Tiger Woods image and whether or not he would come back as the professional the world has gotten to know before. As far as the competitors are concerned, I would think that it would be an extremely bad idea of Titleist to take advantage of this situation, due to the fact that Nike...