In fact, Travis' firm is representing Tyler Hamilton, a cycling teammate of Armstrong. Hamilton was among those who broke from Armstrong, who then threatened to sue him. Hamilton also wrote about his own use of performance enhancing drugs.
Travis declined to comment on Armstrong and Hamilton, but she spoke generally about how she helps athletes overcome setbacks.
"Look, everybody makes mistakes and sometimes they just need help in putting it in context for people: Here's what led me to the decision. And then let people judge it," she said.
At issue for Woods is whether he, like so many other celebrities whose professional lives are damaged by the revelation of personal failures, has redeemed himself as merely a public figure -- or as a human being, too?
"Certainly in his job, it's a redemption story," said David W. Miller, a Princeton University business ethics professor who directs its Faith & Work Initiative.
"Whether it is for him as a human being and his character, I don't know. Time will tell. Someone else will be the judge of that," he added.
Miller cited how winning didn't take care of everything for basketball star Kobe Bryant, who faced accusations of sexually assaulting a woman in Colorado in 2003 and later settled a federal civil lawsuit for an unspecified amount of monetary damages.
"You have an overly long list of people who are 'winning' -- whether they are in sports or a box office draw or selling platinum albums," Miller said. "The world tells them they're wonderful and they're No. 1 and their sense of probity and respect for others or your own self tends to evaporate."
That's when a lot can go wrong, Miller said.
"I applaud Nike for taking up his rebirth," Miller said about Woods.
But, he continued, "the slogan sort of falls on its face, and Tiger Woods is exhibit A for the case because it didn't care of everything three years ago."