Nike in 1996, was searching for “a way the company could recognize the cyclist ahead of his bid to win an unprecedented sixth Tour de France.” When the Nike executive made the proposal to Lance’s agent Bill Stapleton, he thought it was a “stupid idea”. Who knew the wristband would raise money and awareness in the battle with cancer?
As a marketer I was most interested in learning about the wristband supporters and media exposure. (and of course the money that was raised) Some of his supporters include: Nike, AMD, HP, American Century Investments, Oakley, and most recently Dick’s Sporting Goods. The media that raised awareness was the “Today Show”, Nike athletes, Oprah, Senator John Kerry, and many more.
Most people have a passion for Livestrong and the brand’s recognition is astronomical. “The brand’s success has allowed the Lance Armstrong Foundation to create its own endowment and raise more than $300 million to fight cancer.”
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