Nike Ends Historic Partnership with Livestrong Foundation

“Nike has made the decision to stop producing new Livestrong product after its Holiday 2013 line, the company said in a statement. We will continue to support the Livestrong Foundation by funding them directly as they continue their work serving and improving outcomes for people facing cancer.”

 

 

 

Since 2004, Nike helped raise about 20 percent of the more than $500 million raised by the Foundation, largely through the sale of 87 million wristbands and a growing selection of footwear and apparel. The success of the collaboration changed the way many non-profits think about fundraising and how many brands think about cause marketing.

 

Nike terminated Armstrongs endorsement contract in October, 2012 after the U.S. Anti-Doping Agency banned him for life from participating in any sports sanctioned by the World Anti-Doping Agency.  After years of denials and suing his accusers, Armstrong admitted to doping this year and stepped aside from the charity, which he created in 1997 after being diagnosed with testicular cancer. Armstrong went on to win a record seven consecutive Tours de France between 1999 and 2005, but was stripped of all those titles in 2012.

 

The Livestrong Foundation reported revenues from program merchandise and services and special events reached $14.2 million in 2011, down from 25.7 percent from 2010 and 54 percent since 2005, when Armstrong won his last Tour de France.

 

In a brief statement, the foundation praised Nike for its work and said it is prepared to move on without the company. “We expected and planned for changes like this and are therefore in a good position to adjust swiftly and move forward with our patient-focused work,” reads the statement.

 

 

Livestrong was best known for its plastic yellow wrist bands, but had expanded to apparel collections and fitness equipment. But after Armstrongs fall from grace, some fans scratched out the letter V on the bands so that they read Lie Strong.