Over the past few days, Nike reminded us again just good it is with timely ads. The simple, good-humored, congratulatory spot for Roger Federer brought out the company’s star power, with John McEnroe, Pete Sampras, Serena Williams and Tiger Woods. Even better, the inspirational ad spotlighting Lance Armstrong’s return to the Tour de France. Armstrong swings at critics while saying he’s riding for fellow cancer survivors. Shots of Armstrong riding are mixed with clips from rehab sessions from those fighting back from the ravages of the disease. Sure, this is on the order of myth-making. But it’s smartly done myth-making.