Nike Drops Livestrong Campaign; Will it Survive?
Back in 2004, Nike and Livestrong teamed up, and together, raised 100s of millions of dollars for support of those affected by cancer. Nike alone pulled in over $100 million throughout the history of the partnership.
But Nike is stepping back, and will not renew its contract, which expires at the end of 2014. The most popular athletic clothing line in the world will fulfill the remainder of its contract financially, but Nike will no longer produce apparel for Livestrong after the 2013 holiday season.
Livestrong had hoped that this was not the decision that Nike would make, but the yellow-clad brand did prepare for it. Nike stood by Lance Armstrong during all of the drug allegations, and was sour when it was proven true.
Nike dropped its personal sponsorship of Armstrong in October, so it is not surprising that ties are now to be cut with the foundation that he helped to create, even after Livestrong and Armstrong parted ways as well. When you think about it, it’s actually surprising that the three-way partnership last as long it did, especially after Armstrong’s “confession” to Oprah.
Do you think that Livestrong has a future without Nike? Let us know what you think by leaving a comment below.