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Campaign to Mobilize the World at the Tour De France

BEAVERTON, Ore. (June 26, 2009) – Nike (NYSE:NKE) today announced the launch of an integrated media and grassroots campaign featuring Lance Armstrong, world-class athletes, celebrities and survivors, in a call-to-action to join the global fight against cancer.

The campaign, “It’s About You,” includes a TV commercial and a collection of digital short films featuring inspirational cancer stories, new social networking elements to help ignite a groundswell of support to fight cancer, and dozens of LIVESTRONG city and sporting event moments across the United States and in France.

“This campaign is not about me. 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,” said 7-time Tour de France winner Lance Armstrong. “It’s about inspiring people to turn hope into action, so we can beat this disease that strikes far too many, too often.”

“It’s About You” features a television spot entitled “Driven,” featuring Lance Armstrong and cancer survivors, that debuts in the U.S. on Sunday night, June 28th. A 30- and 60-second spot will run on ABC, CBS, Comedy Central, ESPN, FOX, MTV, NBC, and Versus throughout the Tour de France. In conjunction Nike is also releasing a collection of digital short films featuring the stories of cancer survivors and those who have been touched by someone living with cancer. Athletes to be featured include Jon Lester, Sanya Richards and LaShawn Merritt, as well as actors Patrick Dempsey and Evan Handler, and other cancer survivors including three-time Iditarod winner Lance Mackey and Sean Swarner who is the first cancer survivor to summit Mt. Everest.

“Lance is a symbol of hope and courage for people living with this terrible disease,” said Scott MacEachern, Nike General Manager for LIVESTRONG. “This summer, we are encouraging people to actively join the fight against cancer and giving them innovative ways to spread that message to others.”

Nike is giving people innovative social media tools to share their messages of hope and intent as they join in the global fight against cancer and are motivated to take action. Supporters can submit inspirational messages online or by text to a custom-made “Chalkbot” that will write those messages in yellow chalk on the roads of the Tour de France, following the cycling tradition of writing inspirational messages along the course. They will then receive an email with GPS coordinates providing the location where their message will be chalked. The LIVESTRONG pages at, launching this weekend, will also feature new ways supporters can share their messages of hope and inspiration. A digital map of the Tour de France is the site’s centerpiece, inviting supporters to create public profiles and then upload their own inspirational stories, photos and video.

“It’s About You” will also come to life in major markets via LIVESTRONG “Chalking” events in New York City, Los Angeles, San Francisco and Chicago, and along the Tour de France course. Each event will tie to a celebration happening in that city and feature a local artist who will create a yellow chalk art installation on the streets that people will be encouraged to expand upon with their messages. Event images will then be uploaded to the LIVESTRONG pages at

In addition to all of the various TV, online and city campaign elements, Nike athletes will wear yellow LIVESTRONG items at key sport moments to raise awareness for the global cancer fight among their peers and fans.

  • 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 Championship golf tournament beginning July 14 will wear yellow.

The 60 and 30-second ads, collection of digital films and development of the Chalkbot were developed with Wieden+Kennedy Portland. The LIVESTRONG pages on were created by R/GA.

Nike and the Lance Armstrong Foundation Nike is a long-time supporter of Lance Armstrong and the cancer cause. Since 2004, Nike has helped the Lance Armstrong Foundation raise tens of millions of dollars to fight cancer. Nike created the LIVESTRONG wristband in 2004 and was instrumental in making it a global phenomenon, with more than 70 million bands being worn to date. Nike recently created the LIVESTRONG collection of running and training apparel, footwear and accessories, enabling people to show their support and wear sports products that help others live strong.

About Nike NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand. For more information, visit

About The Lance Armstrong Foundation At the Lance Armstrong Foundation, we fight for the 28 million people around the world living with cancer today. There can be – and should be – life after cancer for more people. That's why we kick in at the moment of diagnosis, giving people the resources and support they need to fight cancer head-on. We find innovative ways to raise awareness, fund research and end the stigma about cancer that many survivors face. We connect people and communities to drive social change, and we call for state, national and world leaders to help fight this disease. Anyone anywhere can join our fight against cancer. Join us at