Haven’t we seen this before? Tiger Woods and Nike generating controversy? That’s how it started back in 1996, when Tiger turned pro and Nike created an ad that yelled, “Hello, World!” Did it rankle some people? Yes. Did he live up to expectations? Absolutely—and then some. So why is it a surprise that things were stirred up yet again with a new Nike ad, that flew through cyberspace faster than one of Woods’s drives, declaring “Winning Takes Care Of Everything.” It is something Tiger has said about his game. Is it a bad message to send to kids? Is it meant to apply to Tiger’s personal life? The majors? Does climbing back to the top mean the public is ready to love you again? We’ve definitely seen this before—Tiger in the spotlight. Feels like old times, doesn’t it.