Nike Golf posted a congratulatory image of Tiger Woods with the quote "Winning takes care of everything" superimposed over it after Woods won a tournament this weekend and regained the world No. 1 ranking. Analysts questioning Nike's approach to utilizing the disgraced superstar. "This could get fans fired up. Woods is better than that. Nike is better than that. ... Every human being who has a heart, as well as a head, understands that it's always about more than just winning," says Mike Paul, a crisis public relations specialist. A Nike representative said the ad line is just about Woods' golf philosophy.