By working closely with the magazine, Nike was able to time the ad placement to a key special issue, keeping the message top-of-mind for the readers. Not only was Lance on the cover of the issue, shown riding in the Tour, but also captured on the back cover in the darkest of times, cancer scar and all. This is the best way to show Lance as Lance, battling cancer and then triumphant.

150M people visited wearyellow.com after Lance won the seventh Tour – double the previous week’s numbers. During the months of June and July, the Lance Armstrong Foundation sold an additional 7MM LIVESTRONG wristbands (over $60MM raised for cancer to date).