1
Live Strong

• A brief cultural study of the yellow wristband
  the craze it sparked

2
History

• May 17, 2004 Nike press conference
• Lance Armstrong wins record 6th Tour de France
• 47.5 million sold worldwide

3
Conditions of Possibility

• Celebrity status of Armstrong
• Narrative of the survivor/hero
• Public health concern with cancer
• Philanthropic tradition in the U.S.

4
Circulation

• Massive media exposure
• Lance wins 6
• Olympic Games
• Early adoption by influential figures

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Circulation cont.

• Word of mouth millions of walking
  billboards
• Appearance on Oprah Winfrey Show on Feb. 11
• Nike ad campaign TV, print, retail, endorsements

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The object as a text

• Literal reading Live Strong
• Personal motto representative of lifestyle
• Original goal
• Raise awareness of cancer survivorship LAF
• Fundraiser
• Wristband as a sign

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• Discourse of Philanthropy
• Materialistic culture in America
• Wristbands as a commodity or currency
• American desire to identify with celebrities
  self-construction

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Resonates with

• Cancer survivors their friends and family
• Fans of Lance Armstrong
• Cause-driven adults fad-conscious kids
• Philanthropists

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Backlash Saturation
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Youth

• Primarily a fashion fad
• Bands traded as collectibles

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Collectives what it says about U.S. culture

• Philanthropy
• Materialism
• In true all-American fashion, if one band is
  good, more are better, even at the risk of losing
  sight of their message
• Importance of being cool

13
Self-Definition

• Wearers are
• Socially-conscious
• Philanthropic
• Cool, stylish
• Desire to be identified with Lance, the cause,
  compassionate/socially-aware