• by Nina Lentini  @Nina_Lentini, June 24, 2010

Nissan is putting cleats to pedals to promote its new electric vehicle, Leaf. The company is expanding its "master the SHIFT_" program with Rodale Press -- now in its fourth year -- to include a relationship with Tour de France star Lance Armstrong.

The new deal includes sponsorship of such marquee athletic events as the Boston and New York marathons and the Tour of California bicycle race. Besides its presence at 18 national events, there will also be a raft of advertising, social media programs, web casts, blogging and video by "the masters" -- athletes like Armstrong who form the core of the program. They include Olympic runner Ryan Hall and yoga expert Tara Stiles.

Each master will be featured in print and online advertising in a raft of Rodale publications such as Bicycling, Men's Health and Runner's World. Their coaches, trainers and nutritionists will also provide content.--Karl Greenberg