Get out your yellow wristband. Lance Armstrong’s on the bike and will race in 2009.
He’s doing it to raise awareness for cancer research through his Livestrong organization. He shares his training on Twitter, often with a dozen or more funny and inspiring missives per day.
But Lance retired in 2005. How, you might ask, did this happen?
There was a need to push for more cancer research, to compete, and to test human limits. This is a live case study in sharing and connecting.
When a multi-million brand like Lance Armstrong hops on Twitter, both cancer fighters and fans win. Word spreads more personally. Without the media filter, people can experience feeds at all hours (while he travels internationally) for a different glimpse into professional cycling. Access to storyline makes them feel like they have a backstage pass. It repeats daily. If done right, things should build. We’re not into the Spring Classics yet.
As Lance’s star rises anew, sales will climb for highly visible brands around him.
There’s Trek, the brand Lance rides. There’s Giro, the helmet that protects his head. There’s Oakley, the sunglasses over his eyes. And there’s Nike, whose swoosh adorns the cycling shorts, jersey and shoes he wears.
Americans love a winner. Lance took 7 straight Tour de Frances while elevating cycling to its highest level ever as spectator sport. When he left professional cycling, so did many sponsors and casual American fans.
Now that Lance is back, it’ll be hard to look the other way. Comebacks at age 38 by cancer survivors in cycling speak to a new challenge. And this one is larger than any of us.
One person can both help change the world–and sell products at the same time.
And that’s not a bad thing. Money fuels research, puts food on the table and kids through college. Cyclists remember in 2004 when Lance praised Assos chamois cream on a behind-the-scenes television special with no mention of the product name. It’s been hard to find on the shelves of bike shops ever since. Cyclists today who see the photo below will notice the container of Endurox recovery drink on the kitchen counter. Bet more will end up in bottles of the faithful.
