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Lance Armstrong's life has been defined by his against all odds cancer battle and his seven consecutive Tour De France wins that boosted his profile not only as one of the greatest athletes of all time, but as the most identifiable person in the world in cancer's fight, both symbolically and financially. But in the twilight of his career, Armstrong has forged another unique path by lending his name and image to smaller companies in exchange for a piece of the action. In , he became chief spokesman for FRS Energy, a small company that makes caffeine-free energy drinks and chews. Today, Armstrong says the next company he will put his golden hands on is Honey Stinger , an 8-year-old small natural foods company based in Steamboat Springs, Colo. The former Powerbar spokesman says he doesn't mind if all the marketing textbooks in the world recommend that athletes like him stick with high-profile, blue-chip brands.

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Dicks Sporting Goods Teams up with Lance Armstrong

Winter, Lance Armstrong clobber Dick’s Sporting - MarketWatch

Dicks Sporting Goods is using some star power in seven-time Tour de France winner Lance Armstrong to promote a new apparel line and a cause marketing initiative. The retailer has kicked off an integrated campaign with TV and radio spots and print ads featuring Armstong. A series of humorous commercials shows Armstrong as a store manager wearing a Livestrong T-shirt. Each spot promotes the Nike Livestrong product line.
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With New Endorsement Deal, Armstrong Continues To Take Different Path

This article is from the archive of our partner. After nearly a decade of partnership that was as big on sales of iconic bracelets and athletic gear as it was a major symbol of cancer awareness, Nike has cut ties with Lance Armstrong's Livestrong Foundation. We already knew that Armstrong had let down his awareness group — he told the Livestrong staff he was " sorry " ahead of a tell-all interview with Oprah Winfrey earlier this year — but the cancer foundation came to be something else entirely: an engine of profit.
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Which big U. But it also got hurt by a couple of more topical factors, including the public disgracing of Lance Armtrong, who finally admitted to the long-running doping conspiracy he has long been accused of. That led to consumers shunning athletic gear bearing the branding of the Livestrong organisation he founded, but is no longer connected to. Unfortunately, when the news came out about Lance and the issues that he had and that are being confirmed, people had very negative reaction to the Livestrong brand unfortunately. And we still have some of that inventory here which will be — we will get through.
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