It's About You: Lance Armstrong/Nike Launch New Campaign

Lance Armstrong and Nike launched the "It's About You" campaign Sunday night. The campaign, developed by Wieden+Kennedy Portland, uses mixed media to raise cancer awareness in conjunction with the July 4th start of this year's Tour de France. The campaign's was launched with a TV spot entitled "Driven" that features Armstrong and other cancer survivors. The spot will run throughout the duration of this year's Tour de France. Being a huge cycling fan and, therefore, a huge Armstrong fan, I may be a little biased in saying that I really believe this is a great campaign. The TV spot directly addresses the negative comments that have been countlessly made towards Armstrong claiming that he is arrogant, using performance enhancing drugs, etc. The most powerful part of the ad is Armstrong's statement, "I'm not back on my bike for them." As reflected in the title of his 2001 autobiography, it's not about the bike.



Videos on YouTube will feature stories of survivors as well as those affected or inspired by the fight against cancer.


The most innovative and just down right cool part of the campaign follows in a Tour de France tradition. Chalk writing, as seen in the photo below, floods the roads on the Tour de France route displaying inspirational messages for riders. This year, viewers can submit inspirational messages through text or internet that will be displayed in yellow chalk on the Tour de France route. GPS coordinates of where the message will appear on the Tour will be sent via email giving those submitting a chance to see their message. These "Chalking" events will also occur in cities across the country including New York and Chicago and photos will be featured on the Nike website.


According to an article from Business Wire, Nike athletes will also wear yellow LIVESTRONG apparel at numerous sporting events. Men’s mile and women’s 1500 athletes wore yellow at the Prefontaine Classic June 7. Nike Golfers, including 2009 US Open champion Lucas Glover, will wear LIVESTRONG at the Travelers Championship June 22-28. Nike 6.0 BMX athletes Mike Spinner, Garrett Reynolds and Dennis Enarson will sport LIVESTRONG product June 26-27 at the Chicago stop of the Dew Tour, the most attended and viewed action sports tour in the world. Boston Red Sox pitcher and cancer survivor Jon Lester will wear a LIVESTRONG glove and spikes during the entire month of July. Sprinters Sanya Richards and LaShawn Merritt will wear LIVESTRONG uniforms and spikes at the Paris Golden League track & field meet on July 17. Nike athletes playing in the American Century Celebration Golf Tournament beginning July 14 will wear yellow.

Lance Armstrong is predicted to win the 2009 Tour de France. The win will make it his 8th Tour win overall.