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Home > Blog > Doing Good: The Cool Factor
Out of Our Minds
Sunday, August 29, 2004 12:44 PM
Doing Good: The Cool Factor
Anita Sharpe on Business

Need more proof that there's nothing cooler right now than doing good -- or at least associating yourself with good works?

Consider the 'Live Strong' yellow rubber bracelets that have sold out all over the U.S., spawned a lucrative eBay secondary market, sparked a third production run and a glowing full-page story in today's New York Times Magazine. The bracelet's production and distribution were funded entirely by Nike and sold for $1 in Nike stores, with 100% of the proceeds going to the Lance Armstrong Foundation.

Nike may not have made money on the bracelets, but money can't buy the kind of buzz those bracelets are generating. Not to take anything away from the cause, but Nike is proving itself once again to be a genius at reading the zeitgeist of an era.


1 comment

Mindwalker - 8/30/2004 12:05:40 PM
What may be more interesting, though, is the way that Nike is taking a rather low-key approach to promoting their role in the whole operation. They are putting the emphasis clearly on Lance Armstrong and the cause (rightly so, I might add). This way, they get the good vibes that come with being associated with the cause. It distracts people away from the usual reaction they have when the name Nike has been brought up in recent years (sweatshops, overinflated shoe contracts with petulant athletes, questionable business practices, etc.).

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