LIE STRONG

Lance Armstrong - not long ago, the words that would come to mind were strong, winner, survivor. Now, our descriptions of Armstrong have completely changed - liar, disgrace, dishonest. Lance Armstrong, seven time Tour de Franc winner, lost his endorsement deal with Nike Inc. after admitting to using performance enhancing drugs through all seven of his wins in the Tours de France.

Lance Armstrong was one of the main faces for this sports brand - they were also huge supporters of his charity, Livestrong. Nike even created the Livestrong wristband, with about 80 million being sold and worn by many important people. It was intended to raise money for the Livestrong Foundation which supports cancer research, because Armstrong is a cancer survivor himself. I believe that Armstrong, at the time, was a great match to have an endorsement deal with Nike - he had won the Tour de France, and was obviously fit and strong, which is what Nike represents, since they do sell lots of sportswear. Armstrong was the perfect fit for this brand.

How Armstrong lost this deal, it went agains the idea of Nike Inc. Lance Armstrong was accused of taking performance enhancing drugs during his wins in the Tour de France. Nike stated that, with great sadness, they would terminate their contract with Armstrong after these accusations. Armstrong claims that only minutes before, he stepped down as chairman for the Livestrong Foundation to seperate it from the whirlwind of what was going on in Lance Armstrongs personal life.

I believe this was the right choice for Nike to make. Their brand is about sports, and living a healthy life, where Armstrong cheated and didn't participate honestly, while living an unhealthy life. I believe that many agree with me that this was the right decision for Nike - after this scandal, those who had purchased Livestrong bracelets to support the foundation crossed out the V on the bracelets, so they now said "LIE STRONG." Nike would have definitely lost many, many buyers and fans of the brand if they had kept their contract with Armstrong, including myself. I also believe that Armstrong's decision to step down as the chairman of the Livestrong Foundation was the best thing to do. I believe this because all of this drama would get in the way of what was really important about the foundation - helping those who are sick and in need.

Nike, smart move.