Lance Armstrong’s recent interview with Oprah Winfrey has unleashed an incredible amount of criticism and ill feelings from journalists and athletes around the world. According to the article by the award-winning sports writer, Dan Wetzel, Armstrong admits that he cheated to win his seven Tour de France titles by using performance enhancement drugs and also admits to have bullied and sued more people than he could remember. Armstrong describes himself as an arrogant man that bullied people into covering his lies. This interview revealed the truths about Armstrong that nobody knew. Wetzel wrote “…in tuning into the Oprah Winfrey Network, you could only marvel at that personality on display, the same one that while we celebrated his victories was, behind the scenes, leaving a path of personal destruction in its wake.”
This interview was a true revelation for
thousands of athletes that supported and believed in his cause. Armstrong’s
popular “Live Strong” campaign and foundation was endorsed and supported by
Nike. As Armstrong is receiving extreme criticism, left and right, people are
questioning Nike’s involvement and their knowledge of Armstrong’s misdoings.
Nike and other sporting brands have suffered from criticism in the past. For
example, the scandals involving Tiger Woods’ infidelity and Michael Phelps’
marijuana usage. These celebrity scandals make us think: Should organizations
keep on taking the risk of endorsing athletes? Do the monetary and momentary
benefits outweigh the harm that could be done do the brand image? Should the
brand keep on advertising their “Live Strong” products?
From an advertising standpoint, I honestly
doubt Nike would benefit from advertising their “Live Strong” products
including shoes and athlete gear. If anything, I think that the brand’s
reputation would be associated with the criticism that Armstrong is receiving.
But the true question is: What should they do? Do you think they should stand
by the athletes they endorse? Or should they terminate their contracts to avoid
negative press?
I believe that if the scandal is severe enough, brands should terminate their contracts. Brands select athletes because of their image. Once that image is tarnished, they lose all credibility with that brand. When a controversy like Lance Armstrong's comes along, the brand is ruined. The whole premise behind 'Livestrong' was Lance's toughness and good image in the sporting world. That is all gone now. He is labeled as a cheater. Nike must terminate the brand and move forward with something else.
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