"We love when people engage and participate in the storytelling. Any confident Brand should be."

Gawker says Tiger's latest Nike ad had 11.2 million total online views with 5.7 million—51%— of those for parodies.

And Nike's Stefan Olander tells YouTube's Biz Blog that they love it.

3. Many advertisers and content owners block user uploaded versions of their videos, but Nike consistently leaves them up -- from recent commercials to classic Nike ads like "Bo Knows." What value does Nike see in allowing user uploads of their content on YouTube?

Imitation is the sincerest form of flattery. We love when people engage and participate in the storytelling. Any confident Brand should be.