Julia Nichols ponders the risk of celebrity endorsement by examining how Lance Armstrong’s disgrace may damage his charity.

Marketing Inspired

Lance Armstrong, known as the hero of the Live Strong cancer charity may not be such a hero after all . Recently, Armstrong was accused of abusing performance enhancing drugs to excel in cycling, the sport that made him a household name and the face of Live Strong.

Although Armstrong denies these claims, he has been banned from cycling and stripped of his seven Tour De France winning titles. If that wasn’t enough punishment, Nike, the sponsor of Armstrong has completely unaffiliated themselves from him. As a result of these career ruining circumstances, Armstrong has stepped down as chairman of the Live Strong Charity.

So where does this leave Nike and Live Strong? A company and charity that have put their full trust in Armstrong’s ability to represent them as a brand and live a life style that showcases the things that they believe in.

Everyone knows that companies use…

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Business communications instructor, journalist, corporate communications writer and media trainer ... and Masters Candidate M.Ad.Ed.
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