According to the Inquirer, Nike has been credited with turning Livestrong into a global brand especially by marketing its trademark yellow wristbands as a cultural icon representing the fight against cancer. But now, nine years after they began working together, the brands will go their separate way.
Officials at Livestrong claimed they remained committed to their work despite Nike's decision.
“Together, we created new, revolutionary ways of thinking about how non-profits fuel their mission and we’re proud of that,” the foundation said in a statement adding, “This news will prompt some to jump to negative conclusions about the foundation’s future. We see things quite differently. We expected and planned for changes like this and are therefore in a good position to adjust swiftly and move forward with our patient-focused work.”
Nike will reportedly halt production on its Livestrong line of apparel after the 2013 holiday season.
Earlier this year Armstrong apologized to Livestrong staff for his wrongdoing at the charity's Austin, Texas, headquarters. He stepped down as the charity's chairman last year.