Apparently, Niketown no longer sells them. The Lance Armstrong Foundation Web site for purchase was down for maintenance and upgrading. But the popularity of the yellow LiveStrong bracelets continues to sweep the nation. From celebrities to Brown students, everyone seems to be sporting the plastic yellow wristbands. With all profit from the sales going to cancer research and awareness via LAF, the newest "in" thing seems to be philanthropy.
In addition to wanting to give to charity, people wear the bracelets for many reasons. For some, the motivation is more personal than for others.
"I wear it because my uncle died of cancer and my grandma had it," said Rachel Lipman '08. "I wanted to support cancer (research and awareness)."
For others, wearing the bracelet is just a general statement in support of a good cause.
"My girlfriend bought it, so that is part of the reason, but also just as a reminder of a good cause," said Greg Souza '07.
Yet the bracelets seem to show up a lot in athletics - understandably so, since Armstrong is an athlete and those willing to watch the Outdoor Life Network to see the Tour de France are probably athletes or former athletes. Lipman obtained her bracelet when her entire club volleyball team got them. Almost the whole men's soccer team and men's cross-country team have them.
"It isn't a fashion statement but signifies you as an athlete," said cross-country All-American Jeff Gaudette '05.
Gaudette got his while in Eugene, Ore., a mere stone's throw away from Nike's world headquarters in nearby Beaverton. Nike produced the original 5 million bracelets and gave 1 million to LAF. Every Nike athlete at the Olympics had a bracelet.
Cleary Hallett '06 worked for Sports Illustrated in Athens during the Olympics; the magazine gave every guest, client and employee a bracelet. These bracelets are inextricably tied to athletics by to Armstrong's profession and the use of Nike as a partner and producer of the first bracelets.
The mystique behind the bracelets is easy to understand. To begin with, Armstrong is the man. After surviving testicular cancer in 1997, Armstrong has gone on to win six consecutive Tour de France titles. His ability to overcome a disease that kills 560,000 people a year and then win the hardest physical race in cycling six times awes and inspires millions, making his ESPY award for Best Male Athlete easy to believe. His icon status is secure, and the bracelets were a great vehicle to get people to care about cancer awareness and research.
Second, the marketing behind the bracelets is ingenious. The bracelets are bright yellow, so those unaware of their significance will inevitably question those who wear it. Also, the loud color makes it easy for those that do have one to be recognized, making it a status symbol. The slogan is empowering, and everyone loves uplifting words to remind them of what they can accomplish every day.
Third, price is key. Who hasn't heard, "If only everyone would give a dollar, then ... ?" Armstrong put that sentiment into action. At only a dollar, these bracelets are affordable to everyone. Anyone can feel like a participant in the fight against cancer. Most people feel they can spare a dollar, and with the money going to charity, they gain a sense of accomplishment. The bracelets cost only 33 cents to make, so 67 cents of every dollar is going to Armstrong's cancer foundation.
Yet in some realms, the bracelets have become more of a fashion statement than a statement of support. A shortage of the bracelets in many areas has created a new market on eBay. There are currently 2,007 eBay listings for the bracelets. Most sellers are offering the bracelets for more than a dollar, with one offering two bracelets for $51.
The seller claims the profit was for a breast cancer walk, so that instance seems legitimate, but most sellers are looking to pocket the extra money. Many listings lure buyers with statements like, "All the Hollywood stars have them, now you can too," and "The money has already been donated to LAF charity."
Some are fine with people who wear the bracelets solely for fashion, because the money is still going to the charity. "Whoever wants to buy one should be able to, and if being cool is their reason then that is their choice, but the money still goes to the Lance Armstrong Foundation," Hallet said.
However, gaining some personal benefit of material good for a philanthropic act troubles some.
"I hate that people need some sort of incentive to give to charity," said Megan Tweed '06.
Either way, the bracelets are hot right now. Many athletes have them, and many non-athletes also don the yellow. Minus the eBay sellers, most people who wear the bracelet have philanthropy in the back of their mind.
It is an interesting concept that giving to charity is fashionable. Having the LiveStrong bracelets as a fad only helps the ultimate goal. The ones who lose out are those who view the bracelets as a fashionable accessory.
