Nike expansion of LIVESTRONG collection

Posted by By Gary Roethenbaugh at 30 June, at 00 : 00 AM Print

LIVESTRONG and Nike Inc have launched an international expansion of their signature collection beyond the United States to Canada, France and the United Kingdom as a way to continue spreading a message of hope. The new global collection of LIVESTRONG footwear, apparel and accessories will launch in each of these countries, with the autumn/fall 2010 collection, on 1 July 2010.

"I’m very proud to see LIVESTRONG further our mission internationally, build momentum and give people the resources and support they need to fight cancer effectively," said Lance Armstrong. "We’ve found innovative ways to raise awareness, but the fight is far from over and so I’m encouraged to see LIVESTRONG make an impact in Canada, France and the UK."

As Lance chases his eighth Tour de France victory, his sights remain set on erasing the stigma behind cancer while encouraging people to get involved in the cause. LIVESTRONG fights for the 28 million people around the world living with cancer and the charitable contributions from the product collection are a key driver. Since 2004, Nike has helped the Lance Armstrong Foundation raise more than US$80 million.

The autmn/fall 2010 LIVESTRONG collection is rooted in ‘performance, style and function’. With a full line of items ranging from accessories to apparel to footwear, the collection has grown tremendously since the iconic yellow LIVESTRONG wristband debuted in 2004, with more than 70 million wristbands distributed to date.

Nike created the LIVESTRONG collection of running and training apparel, footwear and accessories in 2008. Later this year, the Holiday 2010 Collection launches on 1 October 2010.

Apart from the products, supporters of LIVESTRONG can submit messages of hope and inspiration at www.nike.com/LIVESTRONG, and via interactive banners on Facebook and Twitter, to a custom-made ‘Chalkbot’ that will write those messages in yellow chalk on the roads of the Tour de France.

This chalking follows the cycling tradition of writing inspirational messages along the course. These consumers will then receive an email with GPS coordinates providing the location where their message will be inscribed.

The autumn/fall 2010 LIVESTRONG collection is available at key retailers in Canada, France, the United Kingdom and the United States from 1 July 2010. Select LIVESTRONG styles are also available at www.nike.com/LIVESTRONG.

www.LIVESTRONG.org
www.nikebiz.com

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