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Public downfall crash even of the seven time Tour de France winner.
Lance Armstrong continued today minutes after he said he'd resigned from his cancer charity called live strong.
Nike said it's cutting ties within.
The company -- to the melting evidence that Lance Armstrong did indeed use live performance enhancing drugs throughout his career.
He denied that he ever doped but decided not to fight the accusations by the US anti doping agencies said.
And as a result he may very well lose all of his biggest titles his legacy as a sports icon is frankly in ruins.
Trace Gallagher with the news enliven -- West Coast news of apparently Lance Armstrong says -- want to drag his foundation and.
All of this.
-- and live strong we ship has really strongly defended Lance Armstrong through this entire mess says that it did not ask Lance Armstrong to step aside that they said that was Lance is idea in fact even to get a step further saying.
That cancer families and people who suffer from this disease do not care about Lance Armstrong's woes but clearly Lance Armstrong.
Had eight different take on this saying and I'm quoting here.
Today therefore to spare the foundation any negative effects as a result of controversy surrounding my cycling career.
I will conclude my chairmanship now.
It's important note Lance Armstrong we'll stay on the board of live strong believe -- go to the charity bike race this weekend with strong says that Lance Armstrong has raised some.
500 million dollars for cancer research -- that.
-- charity and then there's Nike he was a spokesperson for Nike they made lots of money off and they paid him lots of money and their accusations about what else they paid.
Yet you because after the US Anti Doping Agency came out what that scathing report last week -- -- laying out the evidence against Lance Armstrong Nike raised -- -- eyebrows when they decided to stick with him well even now that Nike has dropped Lance Armstrong.
The companies be accused of trying to.
Cover up the entire doping scandal by paying off the International Cycling Union.
To cover up a failed drug test that Lance Armstrong took in 1999.
Nike has responded saying and I'm quoting Nike vehemently denies that it paid former UC -- president signed her broken.
500000 dollars to cover up a positive drug test.
Nike does not condone the use of illegal performance enhancing drugs.
Analysts say there is plenty of blame to go around -- I think.
Everyone turned a blind -- I think.
Nike as a sponsor turned a blind guy I think.
The TV sponsors turned a blind guy because ratings went up when Lance Armstrong -- winning races.
I think the charity turned a blind eye and I think the American public wanted to believe.
That Lance Armstrong was the superhero that was able to overcome cancer and was a great story.
Remember Lance Armstrong was tested over his career some 500 times he never failed a single drug test but that's because the US ABA says he was masking it with things like.
And the like.
Shut it was quite a US system he put together if -- write about it all Trace going to be thank you PR -- -- site tells in the house he's president of the communications firm emerald partners and coauthor of the book rethinking reputation -- PR -- marketing and advertising.
In the new media world.
Frazier with -- That's very sand obviously burden Nike's firing him is the final shoe.
Dropping on on Lance Armstrong his fall from grace is utter and complete.
He was the face of Nike cycling for sixteen years they named a fitness center after him they're changing the name.
But what happens is that debt.
When the company's reputation starts to suffer.
As a result of the association.
What they say is so open arms.
Turned quickly to cold shoulder and in this case what happens was that.
Nineteen was reading this thousand page report.
Witnesses against him testified.
Eleven ex teammates Nike had no choice but to dropping them.
I you have to wonder.
If this is what he was doing.
If this didn't work out well for him.
For Lance Armstrong because had he not been doping if that's in fact when he was doing.
And had won all these championships he would have had all these endorsement he would've made all these millions so he may be stripped of everything his reputation may be lost.
But he's a rich rich rich guy when have been without all the.
Well but but this is a fatal blow is like -- I don't know why it's -- still got -- tens of millions well because now he's going to be subject to enormous loss -- yes the enormous.
Claw backs is they say you can.
And the sad thing about is the guy was an exceptional athlete whether he would be took -- or not.
He was exceptional athlete he was an inspiration to thousands of cancer sufferers charities gonna suffer he did good works in the foundation.
The problem with him according to all reports is that he was a bully.
That he threatened people that he was arrogant he surrounded himself with -- lawyers which is never good and if there's a lesson from this and in this the sand story.
Two athletes and celebrities I would -- this number one don't cheat.
And number two don't make enemies because ultimately they can bring you down as they did sadly in the case of -- -- I don't know I don't know -- sadly that's in the matter for opinion but it it's also possible that only the second part applies here.
Because if he had come in third or fourth with team USA.
In all of those things that he would not have been anything Nike he would not have made his tens of millions of dollars he would not have had any of things that he had.
You know he cheated he lied he cheated he.
He -- but he made -- and here's what Israel has -- -- anybody should do it but it seems like that's what happened here is what I would say.
If it's worth.
-- his reputation suffering the nominee -- to his family and all of these people who followed him.
Suffer as a in addition to which every company every insurance company that is -- -- is now gonna go to court against this guy to me.
It ain't worth it yeah -- -- -- and either but it looks like it might have been part of mr.
Well weather's good what happens whether or not it's it's a very very sad cautionary tale and it's gross.
Lance Lance Armstrong while Don Frazier thanks thank you a CIA operative is.
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