Oakley ditches Lance Amstrong

Oakley has become the latest brand to end its sponsorship of disgraced cyclist Lance Amstrong.

Oakley follows the stance taken by Armstrong’s other sponsors Nike, Trek and Anheuser-Busch in pulling its sponsorship.

The move by Oakley follows today’s (Monday) decision to strip Armstrong of his seven Tour de France titles and ban him for life, after the International Cycling Union (UCI) ratified the United States Anti-Doping Agency’s (USADA) sanctions against the American.

Oakley had previously said it as awaiting the decision by the UCI before deciding on whether to continue to support Armstrong.

A statement from Oakley said: "Based on UCI’s decision and the overwhelming evidence that USADA presented, Oakley has severed its long-standing relationship with Lance Armstrong, effective immediately."

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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