Nike, Inc.: Hello World And "I Am Tiger Woods" campaigns
Mark LaneOVERVIEW
Tiger Woods was one of the most acclaimed golfers in the world before he ever took a single swing as a professional. Nike, Inc., the footwear and apparel giant known for its industry-defining advertising campaigns featuring superstar athletes, bet the future of its golf product lines on this emerging star in 1996, signing the young phenom to a five-year, $40 million endorsement deal just after he announced that he would be turning pro. Woods's appeal to advertisers was manifold: he was said to be the most gifted...