Pistorius started exhibiting some strange behavior. He nursed a mild stimulant addiction, chugging energy drinks and downing caffeine pills like they were going out of style (which, this being the early 2010s, they were). He began collecting guns, which isn't a problem in itself, so long as you don't go firing them in public areas like cars or restaurants. Which he did. Multiple times. He was called out for domestic violence by two former girlfriends. He also managed to drunkenly crash-beach a boat -- a crime pretty much reserved for crazy people/Miami Vice.
But Nike took a chance on this troubled man and welcomed him with a new flagship advertisement:
"Shit ... This is our OJ 'I am the stab in the knife' ad all over again."
This was riiiiight before Pistorius shot and killed his girlfriend in Pretoria, South Africa.
Moving so fast, they surely left little adman-shaped smoke clouds behind, Nike pulled the campaign, lost millions of dollars, and gained a reputation for being more tragically prophetic than a Greek oracle.