Live Strong

Posted by dee_el07 on 2:16 PM

This popular wristband is a yellow silicone gel type that contains the word “Livestrong” was launched in May 2004 as a fund raising project for Lance Armstrong Foundation. The item was developed by Nike and the ad agency Wieden+Kennedy as a means of support to the professional road racing cyclist in his battle against cancer and, of course, for publicity.

These wristbands have become part of the Wear Yellow, Live Strong educational program that aims to raise $25.1 million for cancer research & awareness to educate people about the disease, and also to encourage them to maximize their way of living. These bracelets were sold in 10s, 100s, and 1,200s. In 6 months time, 70 million bracelets worth $1 were already sold!

Yellow is the preferred color for the said wristband, as it was the same color of the jersey worn by the leader of Tour De France, which Armstrong holds an astonishing record 7 consecutive times. The success of this wristband had become the framework for other charities and nonprofit organizations to create their own for fund-raising and awareness campaigns. But still, they can’t even duplicate Livestrong’s success.

By the end of Summer 2004, Livestrong became an instant fashion statement throughout and across United States, especially for sports enthusiasts who are Armstrong followers in Tour De France. Even other fellow cyclists at Tour De France showed support by having these bracelets on. Other endorsers include presidential candidates, news anchors, celebrities like Matt Damon, athletes & even Oprah Winfrey, boosting its sales even more!

On the contrast, some hospitals had to remove Livestrong bracelets from patients who wore them because they resemble the yellow bands stating “Do Not Resuscitate” often used in other medical facilities. It became a hot item in eBay and counterfeits proliferated all over the world!

Floyd Landis, a cyclist who was convicted of doping in Tour De France, was produced with a spoof bracelet by The Onion news parody website that says, “Cheat to Win”.

Although Lance Armstrong is already cancer-free, the Livestrong campaign still lives in the hearts of many people around the world because of the hope it kindles in their hearts as well as the connection to Armstrong that they feel.


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