In its lucrative roster of athlete endorsements, Nike Inc. is no stranger to scandal. But while it was not scared off by sexual assault charges, a dog fighting scandal, or a formerly squeaky clean celebrity cheating on his wife, it is drawing the line at cheating in sport. anti doping agency made public the doping aOlernKienOP
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"Due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him," the company said. Sponsors Anheuser Busch InBev NV and the company behind Giro bike helmets also cut ties with Mr. Armstrong on Wednesday.

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"Consumers have an amazingly short memory for this stuff for athletes that continue to perform," said Kevin Adler, president of Chicago based Engage Marketing, which counsels companies on the use of athletes and other celebrities as spokespeople. "But I don’t think brands are misguided to jettison [Armstrong]. aOlernKienOP
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Nike could credibly stand by Tiger Woods, because while that scandal exposed flaws in his character, it was not his character that Nike was selling, said Rob Tuchman, president of New York based event marketing firm Goviva, which advises companies on endorsement deals. By contrast, his polished personal image did play a role in aOlernKienOP
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