July 1, 2009: Lance Armstrong, who this month will attempt to win his eighth Tour de France, has launched "On Tour with Lance" at LiveStrong.com. The site-within-a-site will be sponsored by Oakley and Nissan and will include exclusive blogs, videos and photos from Armstrong detailing the days leading up to and then participation in the event, which will take place July 4-26. (The Tour de France will be shown on Versus.)
Armstrong won the first of his record-setting seven consecutive Tour de France races in 1999, but retired in 2005 for more than three years before making a comeback, largely, said Armstrong, to ramp up global awareness in the fight against cancer. Armstrong, 37, currently stars in a media campaign from Nike that supports LiveStrong.com and The Lance Armstrong Foundation. “I’m back on my bike riding for the 28 million cancer survivors around the world today," Armstrong said in a statement regarding his 12th overall appearance in the Tour de France. "I’m really looking forward to the challenge and having the ability, through the power of LiveStrong.com, to give the community and race fans across the globe an inside look at my experience.”
Armstrong and members of his training staff and team will take full advantage of technology and social media that was not readily accessible when he last won the event, including Twitter (with a link to his Twitter site at LiveStrong.com) and more mature real-time video and blogging techniques. In addition, visitors can access LiveStrong Loops, a new route-tracking tool that gives followers a detailed look at the course across all race stages. LiveStrong Loops also enables users to map and explore more than 20,000 courses for running, walking, cycling and hiking in their local areas and beyond.