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Air Max 90 Golf released the congratulatory ad on Facebook and Twitter after Mr. Woods won the Arnold Palmer Invitational Monday. The win helped Mr. Woods return to the world No. 1 ranking he held for 281 consecutive weeks before news of extra-marital affairs in late 2009 sent him into a personal and professional nosedive.

Crisis PR expert Mike Paul thinks it's dangerous and "brazen" for Woods and Nike Air Max 95 to risk a backlash from fans and media at a time when both their brand reputations are rebounding. Woods has put the focus squarely back on his improving golf game, not his personal life. Nike is bouncing back from the image disaster with disgraced former endorser Lance Armstrong.

"This could get fans fired up. Woods is better than that. Cheap Nike Air Max is better than that . . . .Every human being who has a heart, as well as a head, understands that's its always about more than just winning," Mr. Paul said. "Tiger has always said he competes to win. When asked about his goals such as getting back to No. 1, he has said consistently winning is the way to get there," said Nike Golf spokeswoman Beth Gast. "The statement references that sentiment and is a salute to his athletic performance."

No. Winning does not take care of everything. Nice message that you are sending to children," wrote one commenter. "So it doesn't matter what kind of person you are, what your morals are, as long as you win? What a crock."

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