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Lance Armstrong’s Endorsement Career Likely Over, Experts Say, But Livestrong Stands By Cyclist

Posted: October 18, 2012
Lance Armstrong’s Endorsement Career Likely Over, Experts Say, But Livestrong Stands By Cyclist

lance armstrong supporters

Yesterday, Lance Armstrong stepped down from the helm of Livestrong, the cancer charity he created years ago (and one responsible for the wristband-awareness trend) after years of fighting doping charges.

In August, Lance Armstrong announced he would no longer be sparring with officials over the doping scandal, and, yesterday, he made the break with Livestrong so the charity could move forward apart from the lengthy dispute. And later in the day yesterday, Nike announced that it was splitting from Armstrong as well after the Livestrong announcement was made.

What the future holds for Armstrong remains to be seen. Although the embattled cyclist plans to hang back at the charity and remain on Livestrong’s board, public relations experts say the cyclist’s ability to serve as a brand’s ambassador has likely been permanently tainted.

CNN spoke with crisis communications expert Howard Bragman, who explained:

“I personally hope that Livestrong is stronger than Lance Armstrong because they have done — and continue to do — amazing work for people with cancer … It doesn’t get any worse than this, OK? … Imagine losing the prestige of all your Tour de France titles, millions in endorsements, stepping down from the organization he loves and founded, that’s been his public mission — and, possibly the worst thing of all, which is public humiliation.”

Nike Ends Lance Armstrong Endorsement

But while public opinion on Lance Armstrong and his trials and tribulations is mixed, Livestrong’s Doug Ulman says that the athlete’s legacy as an advocate for those with cancer cannot be erased:

“Lance’s devotion to serving others whose lives were irrevocably changed by cancer, as his was, is unsurpassable … We are incredibly proud of his record as an advocate and philanthropist and are deeply grateful that Lance and his family will continue to be actively involved with the Foundation’s advocacy and service work.”

The challenge presented for Livestrong now is to move forward without Lance Armstrong as the integral face of its brand.



Comments


6 Archived Responses to “ Lance Armstrong’s Endorsement Career Likely Over, Experts Say, But Livestrong Stands By Cyclist ”

  1. Michael Morton
    Oct 19, 2012

    Them bullshit people need to leave Lance alone already, JEALOUS PRICKS. They couldn't keep up with Lance if they rode motorcycles……………..mikey.

  2. Daniel Thomas
    Oct 19, 2012

    I think it's right that every effort is made to preserve all the good charitable work that Armstrong was involved with. Directing all the wrath at Armstrong alone does seem to be a bit short-sighted. Perhaps a full investigation needs to look at exactly who knew what and when in the UCI, so that blame can be correctly apportioned.

    It's good to see that he has stepped down from Livestrong, so that the charity can continue with its' good work. Undoubtedly, videos like the one at http://larmstrongdrugabuse.celebrityshocks.com/ will damage the image of cycling. You can't help wondering how many cyclists are still at it today…


4 Trackback(s)

  1. Oct 19, 2012 : Moral Dilemma: To Wear Or Not To Wear Livestrong Bracelets
  2. Oct 21, 2012 : Lance Armstrong Address Livestrong Supporters We Will Move Forward
  3. Oct 22, 2012 : ICU To Rule On Lance Armstrong Doping Charges
  4. Nov 15, 2012 : Livestrong Cancer Foundation Drops Armstrong From Name, Appoints New Leader