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Associated Press

About that ad

Tiger Woods went back to the top of golf's computer rankings this week, to the poorly disguised delight of the sport's TV lacquerheads, sports talk poodles and, let's face it, the World O' Golf In General.

Without Tiger on his game, golf is Rory McIlroy and a bunch of guys in visors. And everyone knows it.

So, loathe as I am to admit it, Nike got it right with the ad that's creating something of a firestorm on Twitter (though hardly anywhere else): Winning does take care everything.

It's a contemptuous and in-your-face misogynistic sentiment, and it would be just desserts if women everywhere told Phil Knight and the boys at Nike they really didn't need anymore of their lousy shoes. Unfortunately, boycotts hardly ever work, because it takes an inordinately widespread level of outrage to make them effective. And that doesn't come down the pike very often.

That would seem especially the case here. Oh, I'm sure there are some folks out there who are seriously cheesed-off at Nike for its unspoken backhand to women, but there's simply not enough of them. And that is because, yes, winning takes care of everything.

When you get down to cases, Tiger Woods is the one guy every golf fan wants to see win, because he's really, really good at golf. The flip side, of course, is that he's also a really, really lousy human being, a plastic man with a 1-iron for a soul and the morals of an alley cat.

The latter, unfortunately, will never carry the weight the former does in terms of public perception. And so while thinking people everywhere will root hard against him catching Jack Nicklaus' all-time record for majors, the dimple-heads will all be yowling "You the Man!" when he strides to the first tee at the Masters next month.

Winning takes care of everything. Strippers, pancake-house waitresses and anything in a skirt that moves beware.

Ben Smith's blog.