Thursday, 15 November 2012

Livestrong Brand Separates

Lance Armstrong's name has been removed from the very cancer fighting charity he founded, dropping its name to the Livestrong Foundation.

The move is the latest of several by the charity to separate itself from its founder, who has been stripped of his seven Tour De France titles. 

The U.S. Anti-doping agency revealed evidence of performance-enhancing drug use by Armstrong and his teammates.

Foundation spokeswoman Katherine McLane said on Wednesday that the name change was approved by the Texas Secretary of State on October 30. 

Armstrong had previously stepped-down as chairman of the foundation and last week resigned from its board of directors.

Ms McLane said the charity's supporters recognise its already popular Livestrong brand, which the foundation has used for several years to raise money for cancer survivors programmes.

Leaving one mark of Armstrong unscrubbed from their website is his cancer success story, however, rallying his defeat of testicular cancer to his consequential creation of the foundation.

Adding a six-worded update to that story, they write:

'During his treatment, before his recovery, before he even knew his own fate, he created the Lance Armstrong Foundation (now known as the LIVESTRONG Foundation). This marked the beginning of Lance's life as an advocate for people living with cancer and a world representative for the cancer community.'

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