This past weekend, DICK'S Sporting Goods debuted two new national TV commercials-part of an integrated campaign that includes print ads, radio spots and other elements- featuring Lance Armstrong as an over-the-top DICK'S Sporting Goods store manager/motivational fitness fanatic. Aimed at promoting the Nike LIVESTRONG product line.
The campaign pokes “lighthearted fun” at the cylcing legend. While imparting motivating words of wisdom such as “feed the warrior” and “kill the coward within” to DICK'S Sporting Goods customers and employees alike, Store Manager Armstrong dons a LIVESTRONG running shirt similar to the one he wore while running the New York City Marathon this past November.
Nike and the Lance Armstrong Foundation (LAF) launched the LIVESTRONG collection in November, with 100% of Nike's profits from sales of the LIVESTRONG line going to the LAF. Founded in 1997, the Lance Armstrong Foundation is dedicated to unifying, inspiring and empowering people affected by cancer. Of the retail price, one dollar from every purchase of a Lance Armstrong-branded gift card will benefit the Lance Armstrong Foundation.
“Lance has won seven consecutive Tours de France, survived cancer, and run the New York City Marathon. He's the ideal example of the enduring athlete,” said Jeffrey R. Hennion, SVP and CMO of DICK'S Sporting Goods. “Lance's great sense of humor and his devotion to raising awareness in the fight against cancer helps make this an entertaining and meaningful campaign-one that allows us to give back to the community by supporting this worthy cause.”
“This holiday season, I'm asking shoppers to strike a blow against cancer by buying the Nike LIVESTRONG apparel, footwear and gift cards at DICK's Sporting Goods,” said Lance Armstrong. “I'm proud to be part of this innovative campaign and grateful to Nike and DICK'S Sporting Goods for their support in the fight against cancer.”
