Nike Inc. is expanding its Livestrong signature collection beyond the United States and into Canada, France and the United Kingdom as a way to “continue spreading a message of hope.”
The new global collection, associated with seven-time Tour de France winner and cancer survivor Lance Armstrong, includes footwear, clothing and accessories.
It launches in Canada tomorrow at Nike stores, and at Sport Chek.
“For years, the scope and impact of Livestrong has been an inspiration to millions of people around the world,” said Mark Hindman, vice-president corporate marketing, Forzani Group, in a release. “It’s an honour for Sport Chek to partner with Livestrong and offer this collection to Canadians in our stores across the country.
Since 2004, Nike has helped the Foundation raise more than $80 million, creating the iconic yellow Livestrong wristband, and distributing more than 70 million to date.
“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 Armstrong, in a release.
“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.”
The expansion announcement comes only days before 38-year-old Armstrong rides for the last time in the Tour de France, going for his eighth win.
Armstrong may have only place third in last year’s race, but the Livestrong marketing around the 2009 Tour de France was an award-winning hit at the recent International Advertising Festival in Cannes, taking home two Grand Prix.
