“I really believed that in the wake of his Odyssey of scandal and humiliation, there would be a showdown inside Tiger’s soul between the brand and the man. I couldn’t have been more wrong. There is no man, only brand. If he wants to dehumanize himself on his own time then more power to him. But this ad dehumanizes all of us. One thing however is abundantly clear: If Tiger loses this weekend, Nike loses as well. Neither deserves to make the cut, on the course or otherwise. Tiger the brand has now wholly consumed Tiger the man.”
—Dave Zirin, “The Nike Ad: Tiger the Brand Finally Conquers Tiger the Man”
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