Nike Ends Relationship With Livestrong in Wake of Armstrong Doping Investigation

Nike Ends Relationship With Livestrong in Wake of Armstrong Doping Investigation

Nike has announced that it will sever ties to cancer charity foundation Livestrong and cease to manufacturer its products to further distance itself from disgraced cyclist and the charity’s founder Lance Armstrong in the wake of the doping investigation.

The company failed to disclose the full terms of its decision, but said that it will continue to make Livestrong apparel until the end of the 2013 holiday season, after which its 10-year relationship with the influential brand will end. Some analysts said they are not surprised by Nike’s move since it ended its contract with Armstrong last fall after details of his doping scandal came to light.

However, the sports brand has notably maintained its talent agreements with other athletes after various transgressions, including Tiger Woods and Michael Vick, causing some to be surprised by its hasty exit from Livestrong.

Nike, which has raised more than $100 million for the cancer charity, said it would continue to fund the organization directly and still believes in its message.

In a statement, the foundation said its preparedness for potential backlashes will help it rebound quickly and continue to support cancer victims.

“This news will prompt some to jump to negative conclusions about the foundation’s future,” Livestrong noted. “We see things quite differently. We expected and planned for changes like this and are therefore in a good position to adjust swiftly and move forward with our patient-focused work.”