Nike, the brand renowned for sticking by its athletes during public woes, has ended its sponsorship of disgraced cyclist Lance Armstrong. Is this a sign that Armstrong has lost any remnant of brand appeal?
Nike has cut ties with the cyclist after the US Anti-Doping Agency released a lengthy report building a case against Armstrong for using performance-enhancing drugs.
Nike is renowned for standing by athletes when they have experienced public scandals, most notably Tiger Woods during the outing of his sexual affairs and Kobe Bryant during allegations of sexual assault.
Armstrong is a seven-time Tour de France winner, and he may be required to return millions of dollars in cash prizes.
However, the public loves a comeback story, as can be seen with scores of athletes who have been disgraced and then made returns to the spotlight.
Is there any chance Armstrong could regain his brand appeal, or has the damage been too severe for any kind of comeback?
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