Nike Inc. said it will expand its Livestrong brand outside of the U.S. Livestrong footwear, apparel and accessories will launch in Canada, France and the U.K beginning Thursday.
Livestrong, associated with Lance Armstrong, who survived testicular cancer, has raised more than $80 million for the Lance Armstrong Foundation since 2004.
“I'm very proud to see LIVESTRONG further our mission internationally, build momentum and give people the resources and support they need to fight cancer effectively,” said Lance Armstrong. “We've found innovative ways to raise awareness, but the fight is far from over and so I'm encouraged to see LIVESTRONG make an impact in Canada, France and the UK.”
With a full line of items ranging from accessories to apparel to footwear, the collection has grown tremendously since the iconic yellow LIVESTRONG wristband debuted in 2004, with more than 70 million wristbands distributed to date. Nike created the LIVESTRONG collection of running and training apparel, footwear and accessories in 2008. Later this year, the Holiday 2010 Collection launches on October 1.
Apart from the products, supporters of LIVESTRONG can submit messages of hope and inspiration at www.nike.com/LIVESTRONG, and via interactive banners on Facebook and Twitter, to a custom-made “Chalkbot” that will write those messages in yellow chalk on the roads of the Tour de France. This chalking follows the cycling tradition of writing inspirational messages along the course. These consumers will then receive an email with GPS coordinates providing the location where their message will be inscribed.
