Livestrong goods to go global with Nike

Nike announces shift in funding strategy

by Tom Henry   January 30, 2010  

Lance Armstrong (pic courtesy Photosport International)

Lance Armstrong is to take his Livestrong product line global, according to Nike, which makes the famous yellow bracelets and other goods.

The line, which now includes clothing and other accessories, will arrive in international stores this July.

Since releasing the first product in 2004, Nike has donated 100 percent of Livestrong goods to Armstrong's charitable trust. With the new international strategy, Nike has shifted the funding model to a flat guaranteed annual donation.

Nike officials said that amount could be augmented as sales from the collection grow. Since Livestrong products were first released, Nike has given more than $80 million to the foundation. The company has sold more than 70 million yellow bracelets.

“We’re excited to embark on this new phase for Livestrong and Nike,” said Lance Armstrong Foundation President and CEO Doug Ulman. “Lance’s return to cycling drew the eyes of the world to the fight against cancer and Nike’s support is allowing us to spread the message of hope and perseverance to new markets all over the globe.”