Wednesday, July 18, 2007


Lance Armstrong and Nike announced a deal today that would make the LiveStrong brand more than just bracelets. A full line of tee shirts, jackets and even LiveStrong sneakers are in the works for next season. There hasn't been anything quite like it in fashion before, MAC Viva Glam and Gap were charity initiatives born out of huge companies, but not the other way around. Which brings up an interesting question: Can a charity stunt become a brand?

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