Cause Marketing Advertisement

        One of Nike's largest cause marketing events was the campaign called LIVESTRONG. The campaign started with Lance Armstrong, won has won more Tour de France titles than anyone else. Armstrong was diagnosed with testicle cancer in October of 1996. The cause started with the iconic yellow rubber bracelets with LIVESTRONG imprinted into the rubber. The bracelets generated over $70 million for the Lance Armstrong foundation. From the start, Nike built LIVESTRONG to not only raise money for the Armstrong’s cause, but also as a popular apparel and shoe line. 

         The Nike LIVESTRONG advertisement was created through flash digital in 2004. The ad was seen in athletic apparel stores such as Luke’s Locker, Academy, Dicks, Finish Line, as well as magazines like ESPN, Sports Illustrated and many more. The purpose of the advertisement was to promote that “we” as a human race are all together. We all go through struggles, hardships, promising times, as well as, health and sickness. Nike wanted to promote the beliefs that someone going through cancer or an illness is not alone. Nike backs the people up and enforces the idea that humans are “more than one.” One of the truths this phrase holds is that we, as people, must stand next to each other as hardships and illnesses arise. We are stronger as a whole. Life was meant for We instead of just the individual.