Lance Armstrong, Nike Campaign Pumps Up Volume For Cancer Awareness Activation

June 26, 2009: Lance Armstrong, the hardest working athlete on the planet in the fight against cancer, will be featured in a new integrated media and grassroots campaign from Nike that also incorporates other world-class athletes, celebrities and survivors asking people to join the global fight against the disease. Nike has been a long-time leader in raising cancer awareness and helped Armstrong establish the LiveStrong initiative and Lance Armstrong Foundation.

The campaign, “It’s About You,” includes a TV spot, "Drive," and a collection of digital short films, all via Nike's lead agency, Wieden+Kennedy, Portland, Ore. June 28th. Both 30- and 60-second versions of the spot will break June 28 on network and cable including ABC, CBS, Fox, NBC, Comedy Central, ESPN and MTV. Versus will air the spot throughout its coverage of the Tour de France, July 4-26, in which Armstrong will be participating. In addition to Armstrong, others featured in the campaign include athletes Jon Lester of the Boston Red Sox, and track & field stars Sanya Richards and LaShawn Merritt; actors Patrick Dempsey (Grey's Anatomy) and Evan Handler (Sex and the City) and other cancer survivors including three-time Iditarod winner Lance Mackey and Sean Swarner, who was the first cancer survivor to summit Mt. Everest. An experiential element will activate via LiveStrong “Chalking” events in New York, Los Angeles, San Francisco, Chicago and along the Tour de France course, where inspirational messages from cancer survivors will be written on streets, sidewalks and walls.

“This campaign is not about me," Armstrong said in a statement. "I’m just one person, and I can’t fight a global epidemic alone. We’re celebrating the strength of those facing the adversity of cancer and giving them new ways to share their stories. It’s about inspiring people to turn hope into action, so we can beat this disease that strikes far too many, too often.” Back to Home Page

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