July 02, 2010 11:00 ET

LIVESTRONG® Takes the Fight Against Cancer to the Tour de France

AUSTIN, TX--(Marketwire - July 2, 2010) -  LIVESTRONG takes the fight against cancer to the Tour de France, July 3-25, 2010, with the goal of igniting a groundswell of support for its cause while reducing the stigma that surrounds the disease. LIVESTRONG founder and chairman, cancer survivor and champion cyclist Lance Armstrong is participating in the world's premier cycling race with Team RadioShack.

"On behalf of LIVESTRONG, Team RadioShack is competing to raise awareness of the worldwide toll taken by cancer," said Armstrong. "Our primary opponent is lack of awareness about a disease that claims eight million lives around the world every year, and in 2010 becomes our leading cause of death. Team RadioShack is spotlighting this global public health crisis and measuring victory by the amount of progress we're able to achieve in alleviating the cancer burden: person by person, country by country."

This summer, Lance Armstrong and the members of Team RadioShack are honoring everyday heroes in the fight against cancer through "I RIDE FOR LIVESTRONG," an initiative of the LIVESTRONG Global Cancer Campaign to engage more people in the fight against cancer. For 12 days in May and during the Amgen Tour of California, LIVESTRONG played host to "I RIDE FOR LIVESTRONG," an interactive online game that allowed participants to ride for a loved one affected by cancer. Supporters created their own bike and encouraged their friends to "cheer" them on by joining the global fight against cancer. The top three racers with the most "cheers" won a spot for their "I RIDE FOR" dedication stickers on Armstrong's bike during the Tour de France. The rest of the Top 100 racers were entered in a drawing to have their dedication sticker on the Team RadioShack bikes as they ride across France. Throughout the three weeks of the Tour, Team RadioShack will help tell these stories of hope, courage and determination on behalf of the 28 million cancer survivors worldwide and they will be featured on the LIVESTRONG Blog.

People are able to show support for the cancer hero in their lives during the Tour de France by ordering stickers or water bottles from Trek with a customized "I RIDE FOR" message to display on their own bikes. Net proceeds benefit LIVESTRONG.

Long-time LIVESTRONG partner Nike is bringing the "Chalkbot" back by popular demand after its successful premiere at last year's Tour. Through the Chalkbot, Nike gives supporters the opportunity to submit inspirational messages online at www.nike.com/LIVESTRONG and via interactive banners on Facebook and Twitter. The messages are then written in yellow chalk on the roads of the Tour de France, following the cycling tradition of inscribing inspirational messages along the course. These consumers will then receive an email with GPS coordinates providing the location where their message will be inscribed.

On July 1, LIVESTRONG and Nike launched an international expansion of their signature collection beyond the United States to Canada, France and the United Kingdom as a way to continue spreading awareness about the global cancer burden. The charitable contribution from the product collection is a key driver in helping LIVESTRONG further its mission. Since 2004, Nike has helped LIVESTRONG raise more than $80 million.

A total of 130,000 LIVESTRONG wristbands will be available in France from Nike, which has established special distribution channels for the bands throughout the Tour de France. Nike will contribute EUR 1 to La Ligue contre le cancer for every band sold.

About the LIVESTRONG Global Cancer Campaign
In September 2008, LIVESTRONG announced its commitment to making cancer a global priority at the Clinton Global Initiative Annual Meeting in New York. LIVESTRONG made this commitment after its worldwide research, conducted over 18 months, revealed widespread misconceptions, stigma and lack of awareness associated with cancer and recognized an immediate need to address this global epidemic. In response, the LIVESTRONG Global Cancer Campaign was established.

In 2009, LIVESTRONG launched the first-ever unified global movement against cancer by urging world leaders, leading cancer organizations and cancer survivors to join its effort. After traveling to Australia, Mexico, Italy, Monaco, France and Ireland in its inaugural year, the LIVESTRONG Global Cancer Campaign achieved significant results generating more than 300 commitments to the fight against cancer. These commitments represent work in more than 60 countries around the world and an investment in cancer control of more than $200 million in year one alone. 

In 2010, LIVESTRONG is continuing its trail-blazing efforts to reduce the burden of cancer by tackling the stigma that the surrounds the disease. The Global Campaign launched in South Africa in March with a visit from Armstrong to fellow cancer survivors at Groote Schuur Hospital in Cape Town and activities began in earnest in May with anti-stigma efforts and the Survivorship Empowerment Initiative.

About LIVESTRONG
Founded in 1997 by cancer survivor and champion cyclist Lance Armstrong and based in Austin, Texas, LIVESTRONG fights for the 28 million people around the world living with cancer today. LIVESTRONG connects individuals to the support they need, leverages funding and resources to spur innovation and engages communities and leaders to drive social change. Known for the iconic yellow wristband, LIVESTRONG's mission is to inspire and empower anyone affected by cancer. For more information, visit www.LIVESTRONG.org.

About La Ligue contre le cancer
Founded in 1918, La Ligue contre le cancer (The league against cancer) is a non-profit association based in Paris, France focused on the missions of research, disease prevention and support for patients and their loved ones. The independent association relies on private donations and the efforts of its 740,000 members and more than 10,000 volunteers. The League is present in communities across France via more than 100 regional affiliate committees. More information is available online at http://www.ligue-cancer.net/.