Poor tiger(s)

I gave my seven year son an essay assignment.  He had to write about and draw his favorite animal.  He chose a tiger.
Being bombarded with Tiger Woods coverage, I thought, well if I follow the media I will need to discourage him from his favorite animal.  One analyst I saw on TV, said woman will think twice about buying a Nike hat for their husbands.  What? Did I miss something? What did Nike do? For that matter how does Tiger Woods' marriage affect what I would buy for my husband?  If my husband likes to use Nike golf balls, Tiger's marriage has nothing to do with my purchase decision.
I have always wondered about the use of "celebrities" in advertisement.  If a company really wanted to "portray" moral standards then it would search for such a representative.  But, instead they pick a celebrity to magnify the attention to their product.   You cannot tell someone they are "entitled" to anything they want and that the rules are different for them and expect them to live by the same rules regular people live by.
I am in no way condoning Woods' behavior, but at the end of the day, I frankly do not care.  What I find interesting is that the "women" he was involved with have become "celebrities".  They are being paid for interviews and writing books.  How come no one is condemning their behavior?  They all knew who he was and that he was married. 
Nike will be fine. I am more worried about the tigers, they do not have publicists to help with their newly tarnished image.