Lance Armstrong is the ultimate athletic brand: an extraordinary winner, a cancer survivor who rebuilt his body into an endurance machine, an effective corporate spokesman and an outspoken advocate.
How many other athletes could, or would, be marketed as Armstrong is by Nike, with a commercial that is a clip from the news conference in which he announced that he had testicular cancer? Or with an
apparel and footwear line, made by Nike, called 10/2 for the date of the cancer diagnosis?
Read the whole story at The New York Times, July 26, 2005 »
