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Team RadioShack Rides in Honor of 28 Million Living With Cancer
by RadioShack Corporation
July 26 |
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The final stage of the Tour de France was flooded with color but today, the color black is what stood out from the pack. Led by cancer survivor and seven-time Tour de France champion Lance Armstrong, Team RadioShack started the finale by swapping their official red-and-gray racing kit in favor of exclusive black "28" jerseys, dedicating their ride to the 28 million people worldwide currently living with cancer. Although race officials mandated that the team return to their official Team RadioShack kits, the messaging still broke through the pack.
"RadioShack's partnership with Lance Armstrong has always been about more than cycling. It's about engaging our customers and more than 35,000 associates in the global fight against cancer," said Lee Applbaum, chief marketing officer for RadioShack Corp. "We understand that for 28 million people around the world, the race is not over."
By dedicating the final stage of the Tour, the Team RadioShack riders have become global ambassadors for the 28 million survivors worldwide who are battling cancer and are determined to help them fight it. RadioShack® is proud to stand with LIVESTRONG® in support of those brave millions who are in the fight for their lives.
Together with LIVESTRONG, RadioShack has made a commitment to reduce the global cancer burden by raising awareness, eradicating stigma and encouraging people to join the cause. Team RadioShack wore this support as a bold reminder that cycling is not just about winning races, it's a way to spread a message of support for those who are tirelessly battling this disease.
"Throughout the Tour de France, Team RadioShack's bikes have carried the names of people touched by cancer in order to honor them and the people who love them," Armstrong said. "Today, we're riding for every one of the 28 million people all over the world whose lives and families are affected by this disease."
"Cancer will become the world's leading cause of death this year and we must do more to turn that tide and support people fighting for their lives," said LIVESTRONG president and CEO Doug Ulman. "Team RadioShack has drawn worldwide attention to a disease too often dismissed as unbeatable and we are grateful for their unified demonstration of heroism."
Since 1997, LIVESTRONG has provided support to guide people through the cancer experience, bringing them together to fight cancer — and work for a world in which the fight is no longer necessary.
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