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For Nike, Tiger Never Lost

Never has a sports star returned from major surgery with so few doubters. After an eight-month absence, Tiger Woods was a heavy 4-to-1 favorite to win the WGC-Accenture Match Play Championship. So it was a bit of a shock when Woods lost in the second round yesterday to Tim Clark.

But it seems like the folks at Nike are going to roll on as if Woods didn't lose. As of Friday morning at 9 a.m. ET, the Nike Golf Web site still showed what shirts Woods will be wearing on Friday, Saturday and Sunday.

I'm not sure where he's wearing these shirts, but if you see him on Sunday at the supermarket, he'll be in a "TW Dri-FIT Texture Men's Mock-Neck Golf Shirt." He'll also be wearing a black version of his new hat, which we didn't see on Wednesday or Thursday.

NIKE

As of now, Nike's brilliant new "Tiger's Back" commercial will continue to run on the broadcast today on the Golf Channel and on NBC throughout the weekend. It's a great spot, but given what happened yesterday, I think it's probably a bit awkward now.

Questions? Comments? SportsBiz@cnbc.com