I love Lance Armstrong, totally inspired by the guy and just came across the new ‘It’s About you’ campaign to get people behind his 2009 ride in the Tour De France. Built off a nice truth around his motivation to do it for the wider cancer community, inspiring those who have to go through the hardships he went through. Perfect example of how he’s helped spark a cultural movement who want to belong to the Livestrong tribe. This 60 sec spot gets me, it’s real, raw and true to his spirit. Well done Lance, smart move by Nike to bring back the ‘just do it’ tag, giving it another dimension beyond glossy, hyped up LeBron campaigns.