I think it's appropriate to introduce this topic to Sports Week here on IAOC Blog because of the timing. On Monday, Lance Armstrong announced that he'll retire from racing after competing in this summer's Tour de France (Lance). Armstrong has had a remarkable career as cycling's greatest competitor and has given hope and levity to millions of cancer patients and survivors.

The LiveStrong campaign was launched by the Lance Armstrong Foundation to be a complete online resource for cancer survivorship. Not only are there hundreds of resource documents on the website dealing with a myriad of issues about survivorship, but the site spawned perhaps the largest viral campaign in history to this date. On the raw power of his personality, his athletic will, and his determination to help fight the disease that nearly killed him 8 years ago, LiveStrong yellow wristbands, available primarily through the LiveStrong website, are now worn by an estimated 40 million across the World. (March 22, 2005 news release from LAF)

Nike's marketing and sponsorship group certainly had something to do with it, including finding a vendor to keep up with the production. But millions of people who wouldn't think of putting a Nike swoosh anywhere on their body are sporting the yellow band. The “yellow” born of the Tour de France leader's jersey worn so often by Armstrong, now infuses every piece of apparel sold under the Nike cycling line.

A remarkable sports marketing story spawned by a remarkable athlete. A monumental gift to sufferers of the most heinous of incurable diseases.