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.
The story brings up an interesting question:
Can a charity stunt become a brand?
There hasn’t been anything quite like it in fashion before- M.A.C Viva Glam and Gap (Product) were charity initiatives born out of huge companies, not the other way around. And though Nike was involved in the LiveStrong launch, they’re now suddenly involved in a clothing franchise.
One more thing: Adidas has Stella McCartney, but if LiveStrong founder Lance Armstrong continues to date designer Tory Burch, will she do a capsule collection for the cancer foundation?
Imagine: Tory Burch for LiveStrong for Nike.
Yellow sequins, we envision.
posted by Laura
Jul 18, 2007 3:13PM
They already have a good number of clothing items for this and I can't imagine they sell very well - I think the Gap campaign was far more appealing than this one will turn out to be. Then again, it could be a pleasant surprise.