Lance Armstrong: Thank You 2.0

Lance Armstrong announced his retirement from pro racing last week labeling it Retirement 2.0. OK, so we probably won’t see him on the Cul De Tourmalet again, but my bet is that he will remain an exemplary ambassador for US cycling. And it goes without saying he will continue to work tirelessly in the fight against cancer.

The PR maven in me loves that even in announcing retirement he stayed true to the brand he built through an exceptionally executed social media strategy which drove Comeback 2.0 in 2008. Through social media Lance has amassed a groundswell of followers for both himself and the Livestrong organization. Major announcements from Lance usually start with a Tweet and always manage to escalate to traditional media. Marketers should look at the Lance Armstrong brand as the consummate case study in social media. He is the reason that national sponsors continue to commit to the sport.

The cyclist in me is in awe of what he has achieved as a career athlete. Lance is the most compelling figure we have in US cycling. He overcame insurmountable odds to beat metastatic cancer and came back to win the Tour de France seven times. He revolutionized cycling not only in the US but also for the US on an international stage. He continues to inspire cancer survivors and patients worldwide by raising awareness and funds to the tune of about $400 million to date. He has made the yellow bracelet part of our everyday vernacular. If you’re not wearing a Livestrong bracelet, you at least know what it is.

Let’s hope USA Cycling is smart enough to get behind the next “Lance” and continue to drive excitement for the sport beyond cycling geeks like myself. If they play their cards right, Taylor Phinney, who made his pro debut this week with BMC Racing at the Tour of Oman, is poised to be the next household name in US pro cycling.

THANK YOU Lance for an amazing career and for pushing us to “feed the warrior” because “pain is temporary but quitting lasts forever.”

Just sayin….