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Lance Armstrong's yellow bracelets take off, boosting Nike

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Old September 27th 04, 02:29 AM
Jason Spaceman
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Default Lance Armstrong's yellow bracelets take off, boosting Nike

From the article:

PORTLAND, Ore. (AP) - The T-shirts were yellow. The bracelets were
yellow. Even the wall murals had a yellow tint.

There was so much yellow inside the cavernous convention center here
where Nike shareholders met last week, that Nike executive Mike Parker
pretended to shield his eyes as he stepped onto the stage. "Looking
bright," he announced to the several hundred stock owners, almost all
wearing Lance Armstrong's signature bracelet.

Yellow, the color of the jersey worn by the leader in the Tour de
France race, has become synonymous with Armstrong.

But for Nike Inc., the company that designed the wristbands as a
tribute to the cyclist's sixth straight win in the wake of his battle
with cancer, the bracelets represent one of its most successful
stealth advertising campaigns.

Read it at

J. Spaceman


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