Tiger Woods may be back on top of his game, but he's clearly not out from under controversy—especially when "winning takes care of everything."
A new Web ad released by Nike congratulating the golf superstar's return to the No. 1 ranking over the weekend—and containing that phrase uttered so often by Tiger himself—is sparking outrage on social media among critics who say its swagger is offensive given his cheating scandal.
Netizens blasted the ad on Facebook and Twitter as being too dismissive of the multiple extramarital affairs Woods committed four years ago that led his wife, Elin Nordegren, to subsequently divorce him.
"Nikes worst ad ever! I'll never buy Nike product again. Someone should get fired," wrote commenter Joe Won on Nike's Facebook page.
"This slogan is awful and counter to what we should be teaching our children," opined another named Lucy Baney. "Does this mean that any athlete, or anyone for that matter, can commit crimes or act offensively and/or immorally and simply walk away from any personal and ethical responsibility if they WIN?"
"Just ask Elin and her big fat paychck. Nike, you embarrassed yourself on this one," offered commenter Lisa Harris.
For its part, when asked to comment, Nike blithely explained the ad's meaning was strictly a nod to Woods' own desire to return to form.
"Tiger has always said he competes to win," the athletic company said in a statement to E! News. "When asked about his goals such as getting back to No. 1, he has said consistently winning is the way to get there. The statement references that sentiment and is a salute to his athletic performance."
—Additional reporting by Alicia Quarles