"Nike has decided that the best way to sell shoes is to
portray Tiger Woods as a victim of racism," writes James K.
Glassman in an op-ed from today's N.Y. POST and yesterday's
WASHINGTON POST. Nike's ad campaign, in which Woods says, "There
are still courses in the United Sates that I am not allowed to
play because of the color of my skin," is "utter nonsense,"
according to Glassman. He calls the campaign "discordant,
dishonest, and even vile." Glassman called Nike and asked which
courses in the U.S. Woods was not allowed to play. He was
contacted later by Nike PR Dir James Small, who admitted Woods
can play on any course he wants, but added, "The goal of the ad
was to raise awareness that golf is not an inclusive sport."
Glassman writes he knows the way to sell products is by giving
endorsers "an aura and attitude," and its "good to see Nike
reaching beyond this banality -- but what's wrong with
responsibility and honesty?" (N.Y. POST, 9/18).
REAX FROM THE SOURCE: Wieden & Kennedy Creative Dir Jim
Riswold, who created the spot: "I'm tired of hearing what I've
done wrong, but if one golf club changes its policy because of
what I've done, I'm a better person for it." Riswold said he
wrote the ad and got Woods' approval in-person after he won the
U.S. Amateur. Riswold: "I don't think I force anything on
anybody. I've never used an athlete in an ad as a pawn. If an
athlete doesn't want to do it, we don't do it." While not naming
specific clubs or dates, Woods acknowledged, "I've been kicked
off courses because of my skin color. I've had death threats,
hate mail, the usual stuff" (GOLFWEEK, 9/14 issue).
