NIKE broke off with Armstrong to protect its reputation

21 Oct

  (By  Rétrofuturs (Hulk4598) / Stéphane Massa-Bidal)

Oct. 17, the relationship between Lance Armstrong and NIKE has reached an end. NIKE decided not to support Armstrong anymore because of invincible evidence that Lance Armstrong has participated in doping. Since NIKE is the largest seller of athletic footwear and apparel,  the word “doping” is not fun word to hear. Especially the legendary athlete Lance Armstrong has had to do with it, this is a biggest and saddest news for NIKE.

To maintain the top sports brand position of NIKE, cutting off the contract with Armstrong was necessary, I think. I don’t know what the invincible evidence was exactly about and how many Armstrong supporters will leave him after this doping facts are disclosed, but NIKE does not want give its public the impression that NIKE supports doping.
It is possible that NIKE will lose some parts of its customers who has supported Armstrong and Livestrong. NIKE has contracted with Armstrong for a log time. Also Armstrong is a big public figure and he has aided cancer survivors, their family and current cancer patients. Even NIKE announced it would continues to support Livestrong, some people could feel that NIKE abandoned Armstrong to its profit. However, to show NIKE’s healthiness, it is important to give up drastically. I think the public understansd its decision and will stay with NIKE now and forever.

Armstrong is in a very difficult situation. It will be hard for him to convince the public that he is innocent especially the incident was given a lot of coverage, saying the popular sports brand cut him off. He resigned as chairman of Lance Armstrong Foundation not to give trouble to Livestrong supporters. Even if the news about his doping was fact, I hope he can get back his reputation since he has done a lot of charitable actions in the past.


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