Nike's ad celebrating Tiger Woods' return to No. 1 in the world.

Nike’s exuberance over Tiger Woods’ return to No. 1 in the world is understandable. The company stood by Woods through his infidelity-fueled fall from grace, quietly waiting for its superstar to start winning again.

But its choice of a celebratory quotation is being criticized.

A Nike ad on social media sites features the quote “Winning takes care of everything” over a photo of Woods lining up a putt. Woods often says that when asked about his ranking and other golf-related matters. But if any company knows that winning does not take care of everything, it is Nike, which has inched away from several famous endorsers recently.

There was the hasty retreat from Lance Armstrong as charges of using performance-enhancing drugs mounted. There was the scrubbing of Joe Paterno’s name off a child-care center at the Nike campus after the Jerry Sandusky scandal. On social media, many comments congratulated Woods, while others took exception.

“Nice message that you are sending to children,” wrote one commenter on the Nike Golf Facebook page. “So it doesn’t matter what kind of person you are, what your morals are, as long as you win?”

— New York Times