The Lance Armstrong Foundation’s primary grassroots fundraiser started as a local ride. When we grew it to a series of national events and added a walk and a run, it required a complete rebrand. The singular Livestrong Ride became the Livestrong Challenge, and these annual events in major cities added a significant new fundraising channel.
Updated annually with new messaging, the truss featured the Foundation’s mission, sponsors, and overall cheer for the attendees.
Coveted by all, the Livestrong Challenge jerseys were given only to participants.
The Livestrong Challenge events included a branded mobile store to add merchandise sales while supporting the brand mission.