Lance Armstrong doggedly defended his innocence in the face of USADA doping allegations. They stripped him of his seven Tour de France titles and banned him from cycling anyway.
Now he’s been relieved of his Swoosh duties.
Nike announced today that they’ve terminated the retired star’s endorsement contract, ending a 16-year run that saw Armstrong battle and overcome testicular cancer, inspire the Livestrong collection, and nudge cycling to the forefront of sports.
“Due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him,” Nike said in an official statement.
“Nike does not condone the use of illegal performance enhancing drugs in any manner. Nike plans to continue support of the Livestrong initiatives created to unite, inspire and empower people affected by cancer.”
While the full fallout of the divorce has yet to play, the Lance Armstrong Fitness Center at Nike Headquarters is expected to be renamed.
A total of 98 Livestrong branded products are currently available for sale on Nike’s web store.
CounterKicks contacted Nike PR rep Heidi Burgett about the status of the brand’s Livestrong apparel and footwear line going forward and whether it will continue to be released at retail. She referred us back to the official company statement and could not provide any further details at this time.