Nike, Armstrong Launch New Campaign To Raise Cancer Awareness

Nike Launching "It's About You" Campaign Featuring Armstrong, Other Cancer Survivors

Nike has launched an integrated media and grassroots campaign featuring Lance Armstrong and other athletes and entertainers. The campaign, titled "It's About You," includes a TV commercial and a collection of digital short films featuring cancer stories. There also will be several social-networking elements. The TV spot, "Driven," will have both 30- and 60-second versions and will debut in the U.S. Sunday. It will air on both network and cable stations throughout the Tour de France, which ends July 26. Athletes to be featured in the campaign include Red Sox P Jon Lester, sprinters Sanya Richards and LaShawn Merritt, as well as actors Patrick Dempsey and Evan Handler. Nike athletes will also wear Livestrong items at key sport moments to raise awareness about cancer (Nike).

SUPPORT SYSTEM: The AP's Jamey Keaten noted Armstrong "will return to the Tour de France in the unfamiliar role of support rider after his Astana team chose 2007 winner Alberto Contador as its leader for the race." Armstrong Thursday on his Twitter page wrote, "This is not 2004 or 2005. I'm not the leader of the team" (AP, 6/25).