Brand Brief: the Shack meets the Lance

BBC Sports reported this afternoon that 1) fabled cyclist and inspirational uber-achiever Lance Armstrong   will surely NOT repeat as the winner of this year’s Tour de France, pharmacy but 2) in even bigger news: “Lance Armstrong will compete for Team RadioShack as a cyclist, buy runner and triathlete in events around the world, including the 2010 Tour de France.” So he’s dropping his current team Astana (bankrolled by the Kazakh government) eh? But Radio Shack? Isn’t that a bit like joning Team Edsel or Team Jurassic Era?


Here’ s Lance Armstrong himself on the partnership – from his daily video-blog at

So DIFFERs: what do you think?

  • Is this a good move for brand Lance Armstrong? For brand Radio Shack?
  • Are both brands past their prime and in need of serious reality checks?
  • Or could this be the beginning of a new comeback for all involved?
  • Your comments are welcome.