Over the years, Nike has done a tremendous job building equity behind the Livestrong campaign, a foundation started by legendary cyclist Lance Armstrong. Over the past few months, the campaign has taken a life of its own in France as well as the United States.
France (featured during the 2nd stage of the Tour de France)
Livestrong created a "Chalkbot" that enables consumers to submit inspirational messages that will be featured on the streets of the Tour de France. The Chalkbot is a trailer mounted device that operates similar to an ink jet printer, spraying messages and graphics on road surfaces. The Chalkbot provided a way for consumers across the world to share words of hope, inspiration, and encouragement with others across the world. Check out the Chalkbot below:
New York City
Livestrong recently aligned with Macy's to bring Macy's Herald Square in New York City to life for consumers. Livestrong representatives set up chalk walls for consumers to send messages of hope, inspiration, and support to those battling cancer and Lance Armstrong on his Tour de France journey. The Livestrong Foundation also outfitted numerous window displays with inspiring messaging campaigns and related elements. Athlete Director Dave features a collection of photos of the event on his Flickr page HERE. Check out some highlights of the event below: