Does winning really 'take care of everything,' Tiger?

Is Tiger Woods's new Nike ad insensitive to his past affairs and subsequent divorce?

This is a rush transcript from "On the Record," March 26, 2013. This copy may not be in its final form and may be updated.

GRETA VAN SUSTEREN, FOX NEWS HOST: Tiger Woods just climbed back to the top of the world's golf rankings, but he also landed in the middle of a new controversy, Nike releasing a new on-line ad, causing a social media storm, the ad showing Tiger Woods and his quote, "Winning takes care of everything." Now, Woods may be referring to golf, but the quote does sound -- send the wrong message after the notorious cheating scandal that ended Woods's marriage.

Women's rights lawyer Gloria Allred joins us. Nice to see you, Gloria.

GLORIA ALLRED, VICTIMS RIGHTS ATTORNEY: You, too, Greta.

VAN SUSTEREN: Glad to see you in Washington.

ALLRED: Thank you. Fun to be here.

VAN SUSTEREN: All right, Gloria, your thoughts about this Nike ad, where it has -- has Tiger Woods "Winning takes care of everything, and now he's back on Nike.

ALLRED: Well, of course, winning doesn't take care of everything, unless you want people to think that. He has a very public and very messy personal life. At least, he did. He's starting over, and I hope it works out for him and Lindsey Vonn, and I hope that he can have a terrific golf career again. But winning doesn't take care of everything.

What about his two little children, for example, who now are children of divorce because he had affairs, and obviously, lied to his wife and lied to others with whom he was having affairs?

So I think the public is aware of that. And the idea that somehow, you can forget all that, the public should forget about all that or everything is forgiven if you are a winning athlete -- I just think it's the wrong message.

VAN SUSTEREN: What about Nike? I mean, Nike making the decision to use him. There are lot of great athletes, but obviously, you know, Tiger Woods is very marketable. He's back on -- you know, back number one. But you know, they -- Nike certainly separated from Lance Armstrong and Oscar Pistorius, who has been charged with murder in South Africa. What about Nike's choice to choose him -- pick him again and to use that -- the words across the ad?

ALLRED: Well, I mean, I think Nike sees him as a great brand, and he used to be before and maybe he will be again. But I think this is really over the top. I think it's wrong. Maybe they wanted to create the controversy. Maybe that's good for Nike. Maybe that's good for marketing, as far as they're concerned.

But I just think it's the wrong kind of controversy, and particularly because we have seen athletes get away with so much. I mean, here you have -- I mean, I deal with professional athletes all the time, who, for example, committed domestic violence against their women partners, their intimate partners, whether it's their wives or their girlfriends. And well, if they win in athletics, does that mean that all is forgiven and that they can beat up on their girlfriends or their wives as much as they want? I don't think so. I think that's wrong. And I think we have to call them on it.

VAN SUSTEREN: But calling does nothing! I mean -- I mean, Nike is probably laughing all the way to the bank, I mean, you know, no matter -- whether -- whether it's this one -- and I don't know what the subtle message is Nike's trying to do, but any time some company uses -- uses someone as a spokesperson who has got -- you know, has got -- sending a very bad message, to put it bluntly, is, like, you know -- you know, they still laugh all the way to the bank. It doesn't -- you know, it just -- it just sells their products. It doesn't hurt their products.

ALLRED: Well, it may, but on the other hand, I think there are a lot of people who are put off by this. They're very offended by it. And that's why they're talking about it big time on Facebook and on Twitter.

VAN SUSTEREN: Yes, but kids are probably going out there saying, you know, I want Nike now. I just heard about that Tiger Woods thing. That's pretty funny.

ALLRED: And it may resonate with them, that somehow, if they can do well in whatever their chosen field is, everything will be forgiven. Their personal life doesn't matter. But it does matter. I mean, women matter...

VAN SUSTEREN: How? How -- how does it matter? If -- if -- if winning takes care of everything -- he's back number one. Nike now wants him again. And Nike products will sell. You know, maybe it's a sad commentary that winning -- you know, the fact that he's winning, you know, is that everyone just look the other way on something and his personal indiscretions with his wife. Maybe people just look the other way.

ALLRED: And while I understand that also that has been his slogan for many years.

VAN SUSTEREN: Yes, it's not new. It's not with just this.

ALLRED: Exactly. On the other hand, you know, the question is, has he really taken full responsibility? Has he really been accountable for what he has done?

VAN SUSTEREN: The other question is how long did we keep kicking him?

ALLRED: Well, I don't think...

(CROSSTALK)

ALLRED: I don't think we should kick him.

VAN SUSTEREN: OK. At what point do we stop saying, OK, you know, Tiger, you know, we -- you know, you've -- we've suffered enough. We've had enough stories on you. We've -- you know, we've reported enough. Now you've moved on, and we welcome you back to the fold and go -- you know, go be a spokesperson?

ALLRED: Well, I mean, I always say that I think in terms of forgiving somebody that they need to do what AA says in the 12 step program, that if they've hurt another person, they need to take responsibility for what they've said and done, acknowledge the wrong to the person to whom they have committed the wrong, and make amends to that person.

And I don't think he has done that to many people in his life. Let's put it this way. He hasn't done it to everybody in his life who I think deserves some amends.

VAN SUSTEREN: You know what I think? I actually think it's Nike's fault, not Tiger Woods. And I think, you know, they -- that it's not bad to have Tiger Woods as spokesperson again, but instead to have Tiger Woods saying, You know what? I love Nike products, instead of having him say, "Winning takes care of everything."

ALLRED: You know, I think that would be fair, and I wouldn't have any problem with that. And I'd like to see him succeed and go on and be a great athlete, hopefully, a really good father to his two little children. And I'd like to see him be a contributing member to the community. But I do think that that's way over the top, and that's the wrong message for young people.

VAN SUSTEREN: Well, that's Nike. And that -- that little covert message, that's Nike trying to be a little snarky. That's not, you know -- you know, they could have done it with, I like Nike. Anyway...

ALLRED: Yes. Well, I think it's over the top.

VAN SUSTEREN: Gloria, always nice to see you.

ALLRED: Thank you. You, too, Greta.

VAN SUSTEREN: Welcome to Washington.

ALLRED: Thank you.