Nike latest commercial featuring Tiger Woods is epic.

This case with Tiger Woods at large reflects human side of brands who strive to create themselves a world of comfort that is made up of values they believe in, people they hang out, things they do, consume, etc. Being in comfort also means avoiding conflicts or doing things that may harm or influence established reputation (or virtual idea of it). It is easy to turn away and create a distance between yourself and the outside trouble that is seriously bugging (or may bug) your status.

And then there is Nike – a brand that represents a sports culture where battles both in a field and mind consist of ups and downs.