When I was 15 years old, Lance Armstrong was arguably the most popular athlete in the world. This was only partly due to the fact he had won four straight Tour De France Championships and more to do with the thick yellow bands made by Nike with the word Livestrong etched on one side. A campaign as much for cancer awareness as it was for Armstrong, sort of a masculine counterpart to the pink ribbon.
At the time I was playing AAU basketball with the Albany City Rocks, the only travel basketball team in upstate New York sponsored by Nike. The shoe company gave us sneakers, bags, and tee shirts to wear on our trips to tournaments and while in Orlando, Florida, for the AAU national tournament, our coach bought everyone on the team a yellow Livestrong band.