Livestrong, do it like Lance!!!!

The story and life of Lance Armstrong is nothing short of a miricle and a phenomenon.  Not only has Armstrong been the only person on Earth to win the Tour de France seven consecutive times, but he achieved this feat after winning a personal battle against testicular and brain cancer.  His story has become an inspiration to many over the years starting in 1999, when he first won the Tour de France, after beating cancer.  Starting 2005, Lance Armstrong pushed forward the cancer foundation he started in 1997 first by selling yellow wristbands, representing the yellow jersey worn by the leader in the Tour de France.  The proceeds from the sales went towards Armstrong's non-profit organization.  Near the end of 2005, LIVESTRONG became a new campaign for the Non-profit organization that Armstrong founded.  LIVESTRONG began to enter the world of consumption when Nike, Hewlett-Packard, and other companies began producing products using the LIVESTRONG name.  A product is marked with "LIVESTRONG" donates a percentage of the proceeds to the LAF (Lance Armstrong Foundation).  By using the name LIVESTRONG, products make it easier for the consumer to donate to a charity while at the same time satiating the consumer.

LIVESTRONG attracted a new type marketing to consumers; feel good about what you buy because you are donating to an organization.  This becomes the attraction of buying LIVESTRONG products; they donate to a worthy cause, cancer research.  Not only did LIVESTRONG have the appeal of doing something charitable but allows one to become part of the "Lance" trend.  During the Tour de France in 2005, you couldn't walk a block without seeing someone with a yellow LIVESTRONG bracelet.  LIVESTRONG started to become popular because of Lance Armsrong's athletic success making it trendy to buy, wear, and use LIVESTRONG products.  After the bracelets, Nike began releasing both men's and women's apparel using the "LIVESTRONG" mark to promote the product suggesting that one can be like Lance if they where his foundation's workout gear.  After Nike, Hewlett-Packard released a special computer marked up with LIVESTRONG that also showed it's support for the LAF and suggested that one can be like Lance in all aspects of life, even outside cycling.  Lance Armstrong revolutionized how consumers look at products questioning where/who their money is going to

Lance Armstrong started a revolution with his LIVESTRONG campaign, which was followed by movements like PRODUCT (RED).  Using products to promote a non-profit organization has great intentions, giving the public more chances to donate to causes like cancer and AIDS.  However, their intentions can get lost in the madness of the consumers.  The consumers look to buy the products partially because celebrities make it trendy instead of for a good cause.  However, putting intentions aside, Lance Armstrong has now changed the way in which people look at products, bringing up the question of where their money is going.