[August 2005] Soon after winning his seventh consecutive Tour de France race, Lance Armstrong was asked how people will remember his racing accomplishments. As team leader of the Discovery Team, and a powerful force in his own right, he answers:
"I can't be in charge of dictating what it says or how you remember it. In five, 10, 15, 20 years, we'll see what the legacy is. But I think we did come along and revolutionize the cycling part, the training part, and the equipment part. We're fanatics. We're fanatics about the cycling".
Indeed! From the podium on Sunday, July 24th, Lance was given the opportunity to speak to his fans, saying, “There are no secrets—this is a hard sporting event and hard work wins it”.
Lance Armstrong’s marketing impact is huge. He has become an effective spokesperson and advocate for organizations which identify with his quest to be the world’s best.
Armstrong’s desire to win cycling races parallels his struggle to survive testicular cancer and overcome obstacles that helped him come back to racing in 1998 and go on to win seven Tour de France races. He has revolutionized cycling, created a cancer foundation to support cancer research (selling 52 million LiveStrong bracelets), and he has inspired and given hope to cancer patients and survivors.
Dick Moran, marketing director at Trek Bicycle Corporation – the company that signed on Lance Armstrong after his battle with cancer and before his first Tour win
“We definitely had to be Tour de France-associated to even have a chance in Europe … You can’t really underestimate what Lance has done for the revitalization of road cycling. I rode along the route at the Tour last year, and all along the road, people were shouting: ‘Trek! Trek! Lance Armstrong!’ It’s absolutely unbelievable.” (US bike-makers such as Trek aim to be big wheels on European roads, by Ian Austen. New York Times, Dec. 30, 2003)
Frederic Pedegaye, owner, Velocite – a retail cycling store in Pau, in the French Pyrenees
“Now there’s enormous recognition of American brands. There have been very good marketing campaigns. The Americans now have the reputation for advanced technology and innovation” (New York Times, Dec. 30, 2003)
Sam Moed, Bristol-Myers Squibb –Lance Armstrong used their drugs during his cancer treatment
“… what he represents and the impact he has on people is the reason why we believe our relationship is so special” (Lance effect pushes road bike sales, ESPN July 8, 2004)
Bea Perez, VP of sports marketing, Coca-Cola
“Whether he wins his sixth Tour de France or retires, and whether he stays on the bike or leaves, our relationship is less about the sport of cycling itself and more about Lance” (ESPN July 8, 2004)
Pam Whitehead, architect – a cancer survivor who has raised more than $71,000 for the Lance Armstrong Foundation
“There have been a lot of sports icons out there, but no one like Lance. If someone would have told you his story, what he accomplished after what he’s been through in life, someone would think you were writing fiction. It’s really nice to see a professional athlete who has gone through an experience like that and has utilized his growing celebrity to help other people and help research for cancer and instill hope in cancer survivors.” (Armstrong’s Legacy, by Robyn Norwood and Diane Pucin. Los Angeles Times, July 24, 2005)
Dean Stoyer, spokesperson for Nike – currently marketing 10/2 – an apparel and footwear line named for the date Lance announced his cancer diagnosis and commitment to overcome it
“We can show him crossing the Arc de Triomphe seven times and riding down the Champs Elysees with the yellow jersey, but this is a way to look back to something that was so emotional that showed his recommitment to life. All our athletes stand for something personally, but none are as visible and vocal as Lance.” (Can sports brands pedal on when Lance stops?. The Financial Express online, July 30, 2005)
Michelle Russo, spokesperson for The Discovery Channel – team sponsor, with a three year contract starting in 2004
“His legacy will be, in part, having retired as a seven-time Tour champion wearing a Discovery jersey.” (The Financial Express online, July 30, 2005)
Lance Armstrong
“Anything’s possible. You can be told you have a 90% chance or a 50% chance or a 1% chance, but you have to believe, and you have to fight. By fight I mean arm yourself with all the available information, get second opinions, third opinions and fourth opinions.” (It’s Not About The Bike: My Jjourney Back to Life, by Lance Armstrong with Sally Jenkins, Putnam, 2000)
[July 2005] Mark Hurd, President of Hewlett Packard, "HP is dedicated to aggressively driving a comprehensive global marketing strategy. Cathy's broad, international experience, her thorough knowledge of HP and her long track record of delivering results make her uniquely qualified to lead this effort." Brand Week, June 6, 2005.
Hurd joined HP in April from NCR, replacing ousted Carly Fiorina, who left in February. He named Cathy Lyons EVP and CMO. Mike Winkler, who held that position previous to Lyons, will now focus entirely on his job as executive vice president of HP's Customer Solutions Group. In that job, he runs HP's sales and marketing efforts for the enterprise, public sector and small and medium business customers.
