NIKE LIVESTRONG
Before Lance Armstrong was a rockstar (and then a fallen star), Nike got behind the Livestrong Foundation in a big way. Weiden + Kennedy along with Nike marketing decided a bracelet would be the way to help socialize the phenomenon of a cancer survivor that was on the trail to a yellow jersey (again). I was lucky enough to design / redesign the bracelet (removed the swoosh, thankfully) as well as a ton of retail and collaborations with people like Gibson Guitars. We went so far as to make some retro jerseys that celebrated Livestrong, and it was pretty cool to see folks like Robin Williams wearing them. A great lesson in a small idea going big.
Nike Team: Scott MacEachern, Mitch Morse, Rosemary St.Clair
