What is the Future of Lifestrong?: Livestrong in Crisis After Armstrong is Stripped of Medals and Is Banned for Life From the International Cycling Union Today

The Livestrong bracelet was a staple of the 2000s as a symbol of solidarity, support, passion for a cure, and American patriotism. Now, 15 years after the charity’s inception, its founder, board member, and face, Lance Armstrong, is stripped of his medals and banned from the International Cycling Union for life today. Armstrong is still very much the face of Livestrong, as much as the foundation has created a legacy for itself, and the new association between the athlete and his cheating spills over into an association between his cheating the American public’s faith in Livestrong and Livestrong itself. This leaves the inevitable question: what is the future of Livestrong?

As Loren Steffy of the Houston Chronicle observes, “It's tempting to compare Armstrong's departure with that of a business losing a CEO who personifies the company.” While some argue Livestrong is not necessarily synonymous with Armstrong anymore, it is not terribly convincing. Aside from the obvious that the name of the charity is a play on the name of the disgraced athlete, the trend of sporting a yellow wristband was not only a symbol of a pledge to cancer research but also an image of solidarity with Armstrong and other cancer survivors. How can we move beyond that empathy the wristband evokes for a failed icon and toward supporting a worthy cause?

In some ways, it doesn’t matter who the name is on the flier. Yoko Ono, one of the most disliked celebrities of all time, is a longtime supporter of the Spirit Foundation and has successfully elevated the foundation’s net worth and status. Even if the name is in the charity, sometimes no one cares. David Copperfield’s David Copperfield’s Project Magic Fund is one of the top celebrity charities according to USA Today, which is no small feat considering how, apparently, easily mockable he is.

In the case of Livestrong, it is not clear how much Armstrong’s demise will affect the charity, the name, or the cause. The charity raised $2.5 million last week, suggesting that the folks behind the charity are not wasting time in asserting a message of progress instead of defeat. Armstrong, meanwhile, has sent mixed messages. The day after the USADA report was released, he Tweeted, “"What am I doing tonight? Hanging with my family, unaffected, and thinking about this.” Inspiring stuff.

Here’s to Livestrong reinventing itself beyond Lance. Clink.