Nike cuts ties with Livestrong

The Nike and Livestrong partnership, which began in 2004, will come to an end after the 2013 holiday season. Livestrong announced on Tuesday that the shoe and apparel company is cutting ties with the charity due to the cyclist’s doping scandal.

The Livestrong partnership with Nike generated roughly $100 million of the $500 million raised by Livestrong since its foundation in 1997. The Livestrong Foundation however, views the monetary setback as a rebuilding year that will soon run an independent course.

Leslie Lenkowsky, from Indiana University’s School of Public and Environmental Affairs, says Livestrong can survive because of its solidity among other cancer fighting groups. “Losing Nike’s sponsorship by no means signals the end of Livestrong,” Lenkowsky said.

Nike stood by Lance Armstrong and Livestrong for years while the cyclist denied accusations of drug use. The relationship turned when the U.S. Anti-Doping Agency released a report accusing Armstrong of leading a complex doping program on his U.S. Postal Service teams.

Nike dropped its personal sponsorship with Armstrong last October.