Representatives from Puma confirmed that Elin Nordegren was in talks to endorse their Swedish clothing line Tretorn. On December 16, 2009, officials from Puma, which is a competitor of Tiger Woods sponsor Nike, said there were "internal discussions" with Nordegren. An official with Tretorn said Nordegren was a "good brand fit."http://www.thesun.co.uk/sol/homepage/news/2774121/After-cougars-there-was-Puma.html

Since the Tiger Woods affair scandal began making headlines in December 2009, following his November 27, 2009, early morning car crash, both Gatorade and Accenture have dropped Woods. Nike's co-founder Phil Knight said, "When his career is over, you'll look back on these indiscretions as a minor blip, but the media is making a big deal out of it right now."http://www.usmagazine.com/celebritynews/news/nike-boss-calls-tiger-woods-extramarital-affairs-a-minor-blip-1970218

Tretorn is a brand of Puma fashion clothing and shoes. Puma is a retailer and manufacturer of athletic wear and shoes. The Tretorn brand, founded by Henry Dunker, features casual clothing inspired by the Swedish style and culture. They feature men, womens and childrens clothing, boots, shoes, accessories and eyewear. Tretorn has a line of shoes and boots that have uppers made of rubber, where other shoes would have leather or canvas.http://www.tretorn.com/ Puma acquired Tretorn in 2001. Tretorn remains headquartered in Helsingborg, Sweden.http://boston.bizjournals.com/boston/stories/2004/05/31/daily36.html