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(CNN) – There is no better sign that an athlete has made it than to have that world famous Nike swoosh attached to his or her name.
But when an athlete's career goes from "Just Do It" to 'Just Blew It,' Nike is then forced to weigh the risks versus rewards of keeping a high profile celebrity endorsement deal intact.
When the shocking video of Baltimore Ravens running back Ray Rice striking his then-fiancée went public last week, Nike made the decision to drop Rice.
But the company still faced scrutiny.
"It took the video, huh? Not the woman beating? Nice," one person tweeted after Nike made the announcement.
And Nike could face even more criticism for its decision to stick by Minnesota Vikings running back Adrian Peterson, who was indicted last week on child abuse charges.
Graphic photos released by TMZ allegedly show scars left on Peterson's son, after he was beaten with a switch.
Peterson released his first statement in response to the charges Monday, saying, "I have to live with the fact that when I disciplined my son the way I was disciplined as a child, I caused an injury that I never intended or thought would happen. I love my son and I will continue to become a better parent and learn from any mistakes I ever make."
Despite the controversy, Nike has not dropped Peterson from the payroll, saying it would "closely monitor the situation."
So how does Nike decide which athletes to drop and which to stand by?
CNN's Cristina Alesci reports.