Solution
In May 2004, before LIVESTRONG, was LIVESTRONG, Nike approached Leader with a need for PR support for a non-profit effort around cycling legend Lance Armstrong. Leader worked closely with Nike's in-house team to develop a plan that included national and regional media outreach, product seeding and PSA placements in stadiums across the nation.
Service
We committed nearly all of our resources to a massive launch effort prior to the Tour de France. The effort continued through the 2004 Olympic Games.
Success
The overall results of this campaign speak for themselves, but we would like to reiterate how proud Leader is to have played a small part in the overall success of the entire LIVESTRONG movement. Media coverage generated included USA Today, Associated Press, People Magazine, MTV Total Request Live, Good Morning America, E!, ESPN Sports Center and numerous coverage across the top 40 local markets. PSA's ran on several local radio stations as well as in-stadium at MLB, MLS and WNBA sporting events. Product seeding to celebrities and influencers sparked a major movement, and eventually, the LIVESTRONG buzz was widespread as the bracelets became the pop culture phenomenon and hot cause of the year.