Advertisers have reacted to Tiger Woods' collapsing popularity in numerous ways. Gatorade discontinued its Tiger Focus beverage as the golfer's list of alleged mistresses continued to grow, and Accenture ended its long-term, highly visible ad campaign with Woods. Meanwhile, watchmaker Tag Heuer's web site prominently backs Woods even after the company said it would scale back his role in its marketing. But as Woods-related TV ads have disappeared from the airwaves, one company is trying a different approach.
The clothing company Le Tigre unveiled a billboard proclaiming that "Golf Needs A Tiger." Underneath the headline is the text: "Let's Get Back On Course. 20% Of Net Profits From All Polos Go To TheFirstTee.org." The First Tee is an organization with the stated mission "to impact the lives of young people by providing learning facilities and educational programs that promote character development and life-enhancing values through the game of golf." According to a press release from Le Tigre, "the campaign is not intended to address the specifics of the current media stories" but rather to inspire "young people to get on course and stay on course." Scroll down for a photo of the billboard that was posted today: