I don't disagree mt, but look at Nike's latest commercial "Winning is everything" - if Tiger wins a couple majors, everything that led up to Thanksgiving 2009 will be forgotten.
Here's another example. ESPN and the sports world now deifies Jm Valvano. Look at his past - he was a crooked coach. If that stuff arose these days, he would be banned from coaching. But you never read or hear anything about the recruitment and other violations he was involved in. He finally signed a settlement (wink, wink) agreement.
Unfortunately, Nike is right. It is all about winning.