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Nike has long tapped into the drama of sports. But on Sunday, when Tiger Woods approached the 16th green in the final round of The Masters, the drama of sports tapped Nike. It was a moment so suspenseful, so breathtaking, that Tiger himself called it one of the greatest shots ever. After chipping the ball onto the green, he watched it roll straight back toward the hole, where it paused for the longest three seconds of the tournament before dropping in.
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