Who is him?
Background
Woods was born on December 30, 1975, in Cypress, California. He has a multiracial heritage that he acknowledged by inventing the word "Cablinasian" to describe his own ethnicity. Cablinasian is a combination of the words caucasion, black, Indian (Native American) and Asian. He is the only child of his biological parents, however, he has two half-brothers and a half-sister. He is a practicing Buddhist.Personal life
In November 2003, Woods became engaged to Elin Nordegren, a Swedish former model and they were married on October 5, 2004. They have a daughter and a son. After the scandal revealed in the end of 2009, Woods and Nordegren divorced on August 23, 2010.Education
Woods studied at Stanford University, and won a number of amateur U.S. golf titles before turning professional in 1996.
Professional career
Woods became a professional golfer in August 1996, and immediately signed deals with Nike, Inc. and Titleist that ranked as the most lucrative endorsement contracts in golf history at that time.Woods won the U.S. Masters at Augusta in 1997 with a record score at the age of 21. He was the youngest man and first African American to earn the title. Two months later, he set the record for the fastest-ever ascent to No. 1 in the Official World Golf Rankings.
Achievements
Woods has won 79 official PGA Tour events including 14 majors. He is 14–1 when going into the final round of a major with at least a share of the lead. He has been heralded as "the greatest closer in history" by multiple golf experts.
Scandal
On Nov. 25, 2009, a story breaks in the National Enquirer alleging an affair between Tiger Woods and nightclub promoter Rachel Uchitel. On Dec. 11, 2009, in a statement posted on his website, Woods admits to and apologizes for his infidelity and announces he will take "an indefinite hiatus" from professional golf.Several days later, he lost his endorsement deal with management company, Accenture, and was suspended from his Gilette endorsement. Other companies, including Nike, Tag Heuer and EA Sports, continue to stand by Woods. On Jan. 16, 2010, Woods is reported to have become a patient at Pine Grove Behavioral Health and Addiction Services, above, in Mississippi for sex addiction.
What meanings does celebrity endorsement bring to the
brand in this advert?
In this advert, Tiger Woods' image is used as a marketing
device to promote the brand TAG
Heuer and the product. The product is the
world's first professional golf watch developed by TAG Heuer collaborated with Tiger Woods.
Tiger Woods is a well-educated professional golf player who
studied at Stanford University, and has won 79 official PGA Tour events including 14 majors. In
August 1997, at the age of 21, he won the U.S. Masters with a record score, which
made him the youngest man and first African American to earn the title.
Tiger Woods has multiracial heritage, he invented the word “Cablinasian” to describe his own
ethnicity. “Cablinasian” is a combination of the words caucasion, black, Indian
(Native American) and Asian. Thus, he is considered to be globally influential.
He has similar personalities to the brand. He
is successful, professional, confident, ambitious, determined, intelligent
and international, because of his achievements in his career and his multiracial heritage, which reinforces the brand identity of TAG
Heuer.
Moreover, at that time, Tiger Woods was the world's No.1
golf player, he was at the top of his profession, meaning that TAG Heuer were considered to be the 'brand leader'.
Therefore, TAG Heuer watch can not only be purchased by successful
wealthy people who enjoy playing golf, but also can be purchased by people who
admire Tiger Woods or want to be as successful as him in their own profession
globally.
Why do you think Nike was under pressure to drop him?
In 2000, Tiger Woods signed a 5-year,
$105 million contract extension with Nike. It was the largest endorsing
deal ever signed by an athlete at that time.
Therefore, in order to maintain the profit
and the market, Nike didn’t drop Tiger Woods.
What meanings does celebrity endorsement bring to the brand in this advert?
In this advert, Tiger Woods' image is used as a marketing
device to promote the brand TAG
Heuer and the product. The product is the
world's first professional golf watch developed by TAG Heuer collaborated with Tiger Woods.
Tiger Woods is a well-educated professional golf player who
studied at Stanford University, and has won 79 official PGA Tour events including 14 majors. In
August 1997, at the age of 21, he won the U.S. Masters with a record score, which
made him the youngest man and first African American to earn the title.
Tiger Woods has multiracial heritage, he invented the word “Cablinasian” to describe his own
ethnicity. “Cablinasian” is a combination of the words caucasion, black, Indian
(Native American) and Asian. Thus, he is considered to be globally influential.
He has similar personalities to the brand. He
is successful, professional, confident, ambitious, determined, intelligent
and international, because of his achievements in his career and his multiracial heritage, which reinforces the brand identity of TAG
Heuer.
Moreover, at that time, Tiger Woods was the world's No.1
golf player, he was at the top of his profession, meaning that TAG Heuer were considered to be the 'brand leader'.
Therefore, TAG Heuer watch can not only be purchased by successful
wealthy people who enjoy playing golf, but also can be purchased by people who
admire Tiger Woods or want to be as successful as him in their own profession
globally.
Why do you think Nike was under pressure to drop him?
In 2000, Tiger Woods signed a 5-year,
$105 million contract extension with Nike. It was the largest endorsing
deal ever signed by an athlete at that time.
Woods' endorsement has been credited with
playing a significant role in taking the Nike Golf brand from a
"start-up" golf company earlier in the past decade, to becoming the
leading golf apparel company in the world, as well as a major player in the
equipment and golf ball market.
After the scandal in 2009 (the revelation that Tiger Woods had a string of
extramarital affairs and divorced afterwards), Nike
decided to stand firmly beside Tiger Woods while others such as Accenture
and Gillette dropped him. It is because Tiger Woods
has been one of Nike's most iconic athletes and has played an integral part in
Nike Golf's growth since the very beginning.
Tiger Woods' value to Nike Golf is huge.
His endorsement not only helped Nike resonate with consumers in the golf market,
but also aided in recruiting other players to its tour staff, which is a vital
component for achieving and maintaining authenticity.
Furthermore, Tiger Woods came back to golf
and the position of World No.1 very quickly. Since there is only one World No.1
player and only one market leader, if Nike drops him, it is improbable to find
another golf athlete as famous and successful as Tiger Woods who suits its
brand identity, and can generate profits and market its golf products.
Therefore, in order to maintain the profit
and the market, Nike didn’t drop Tiger Woods.
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