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.
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