This week, Nike will debut a commercial that features Tiger and Earl Woods. Isn't it interesting how this commercial coincides with Father's day and the US Open? The Nike marketing team is clever, no? Apparently the commercial has been in development since Christmas. Tiger's dad had been really sick well before that.

"To dad and fathers everywhere" is the text that ends the commercial. Are these Tiger's words or Nike's words? We'll never know. Is "To dad" a declarative, yet passive way of solidifying American consumer tendencies and our need to display affection and appreciation through gifts? If Tiger could have his dad back, would he immediately buy him something, or choose to spend some time with him?

Nike has stated in press releases that they respect Tiger and his family and would never release the commercial without Tiger's blessing. But, who's in control here? Nike pays Tiger. These days, how much control does Tiger have over the use of his image? Regardless of Tiger's consent, this is a commercial that chooses to exploit our most personal relationships to further build the third largest corporate-generated holiday, behind Valentine's and Mother's Day. By claiming genuine intention, Nike's exploitation just becomes indirect.

Tiger has always been public about his relationship with his Dad and if he really wanted to share more of this with the public, he could have paid for some TV time with his own money. Instead, Nike is along for the ride.

Isn't Tiger's return to tournament-golf or his chance to win another US Open enough for Nike marketing? Hasn't he proven himself (2005 Masters) capable of providing the theatrics that can fuel a marketing campaign? Does Nike doubt that Tiger will do something marketable in the next four days? Is Nike making up for the last nine weeks of absence? Is it really appropriate, even with his blessing, to capitalize on intimate human relationships and emotions? 

These marketing tactics are used by many companies and I don't have a bone to pick with Nike. All of this is subjective and I have mixed emotions about it. I'll spend time with my dad this weekend and I'll bring him gifts. I'll probably spend some time with these thoughts, hopefully with less cynicism, and draw my own conclusions about why I celebrate Father's Day. I'll determine what's important to me and I guess I have Nike to thank for that. What's important to you?

Thanks Dad. See you this weekend.   

Posted by jyip at 11:52 AM | Permalink | Comments (3) | TrackBacks (0)

                   vs.
 

Last night, Barry Bonds did not hit his 714th home run…but he came close. Now, the world waits for the next game and the next home run…then the next…etc. As other athletic records skyrocket into McCovey Cove, how will golf records evolve? In the giant record book of all professional sports, is more value given to addition as opposed to subtraction?

Exceptional golf talent is characterized by going below average. Applying this idea to basketball and football equates to teams that win with scores equal to or less than zero points. Huh? Golf is the California Black Jack of sports.  

As golf courses reach to extended lengths and inherit more hazards, professional golfers continue to hit the ball further and scores continue to go lower. 59’s by Duval and Mickelson have been carded in the recent past and JB Holmes’ victory at the FBR is a new case study. How low can these players go? Is Vision54 attainable or beatable? Or is it just the mantra of “baby boomers” like the LPGA's Ai54? Golf doesn't have too much further to go until someone birdies every hole and tosses in some eagles when he/she gets hot. As the game progresses, critics are asking for more restrictions on golf clubs and balls. Rules can be made to limit equipment, but can you limit the potential of the professional athlete?

A general trend in sports is the decreasing age of professional athletes. Sophomores are drafted to the NFL, high schoolers lace on basketball shoes that bear their names, and golfers attempt to put their name on leaderboards before they can even put it on a driver’s license. Is this a good idea? If so, what is the age threshold for professional athletes and their ability to compete at the professional level? What will we be left with when youth is no longer a trend?

Barry Bonds may hit homer after homer, but a more interesting phenomenon to watch may be the "absolute valueing" of golf. In a sport of sub-par numbers, the PGA may resort to abstract mathematics to give their athletes a career with no boundaries. It's either that or “Stablefordize” all the scores of the past and future.

Posted by jyip at 10:01 AM | Permalink | Comments (3) | TrackBacks (0)