So Nike has taken the inevitable step of terminating its contract with Lance Armstrong. This is hardly surprising. It doesn’t take much to consider what Just Do It could mean in this context. Watching the July 2012 Nike advert with Lance Armstrong is now uncomfortable viewing. Over images of Armstrong cycling up a hill, a disembodied voice says ‘I got up the next day… and I’m stronger than I ever was before’. ‘Yuh, I bet you were!’, is of course what we are all thinking now.
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