Nike’s Courage to “Just Do It”

I was in France recently, and there is definitely a different feeling about Lance Armstrong in that country. Before, he was despised for what many considered a kind of over competitive arrogance, and others just think it’s sour grapes. Undoubtedly, some of the softening towards Armstrong has to do with his age; age makes any athlete an underdog, and secondly his very public and passionate commitment to cancer research. Armstrong’s LiveStrong campaign with Nike has made worldwide reverberation, and as I’ve written before, it is Nike’s most successful promotional program. It is a promotional program with a general purpose. The money really does go to cancer research. In fact, 100% of all the profit that Nike makes off their LiveStrong products are finding their way into research labs. So we wish Lance well in his quest to win a bicycle race and admire Nike for having the courage to, “Just Do It.”