The final stage of the Tour de France was flooded with color but today, the color black is what stood out from the pack. Led by cancer survivor and seven-time Tour de France champion Lance Armstrong, Team RadioShack started the finale by swapping their official red-and-gray racing kit in favor of exclusive black “28″ jerseys, dedicating their ride to the 28 million people worldwide currently living with cancer. Although race officials mandated that the team return to their official Team RadioShack kits, the messaging still broke through the pack.
“RadioShack’s partnership with Lance Armstrong has always been about more than cycling. It’s about engaging our customers and more than 35,000 associates in the global fight against cancer,” said Lee Applbaum, chief marketing officer for RadioShack Corp. “We understand that for 28 million people around the world, the race is not over.”