Lance Armstrong is on his way to a record-destroying seventh Tour de France victory. Ladies and gentleman, this is the most difficult race in the world. And he’s on his way to win it seven times in a row.

I’m sure by now that all of us know Lance’s story. It’s the stuff that marketing dreams are made of. And in the midst of it all, there are these little yellow armbands that Nike originally made five million of, because they didn’t think anybody would want them. One year later, they had sold 50 million.

I wear this little yellow armband for my aunt who died of brain cancer. Others wear it because they personally are the ones that fight that disease. Still others wear it because they think it’s cool. And then there are those who wear it simply for the Lance factor.

When I see someone else with one on, whether if it’s in the airport or at a local pub, I automatically feel like I’ve found a kindred spirit. Just from a little piece of rubber with the words LIVE STRONG on it.

Lance’s story is compelling. And it’s been told in a way that people can’t help but stop and listen. The marketing teams for his sponsors have done a great job connecting the emotional ties with the product ties. After all, that’s what great story telling is all about.

Happy retirement, Lance.

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