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And now that he's been exposed as a cheat, Nike claims it never had a clue.
"Due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him," the company said in a statement almost as fanciful as the commercials it once ran.
Nike moved quickly for a business that took months to remove Joe Paterno's name from its child development center in Oregon. Dropping Armstrong was especially damning considering the company stood behind Bryant and Woods during their well-publicized troubles and re-signed Michael Vick the minute he got back on a football field.
Unlike them, Armstrong can't redeem himself by competing again. He's tarnished for good, and not only are his endorsements gone but his lucrative speaking career, too.
Meanwhile, any hope that all the good he's done with his cancer-fighting organization would outweigh the bad pretty much disappeared with the announcement that Armstrong is stepping down as chairman of Livestrong, the charity he founded. He will still serve on the board of directors, but it's hard to imagine Armstrong can be the face of Livestrong any longer.
His resignation amounted to his first public concession that the allegations against him are sticking. About the only thing he can do next is something that seems unimaginable for a man who, for years, has attacked anyone and anything with a vengeance whenever there was an insinuation that he might be riding dirty.
If he cares as much about his charity as he claims -- and no one is suggesting he doesn't -- he must come clean. And that means more than just vague talk about a "controversy" over his career.
Call a press conference and admit all. Say you cheated and made your teammates cheat, too. Tell the world you wish you had it to do all over again.
Shed a few tears and ask for forgiveness. Talk about living the rest of your life doing whatever you can to make amends.
It won't restore Armstrong's reputation. That's gone.
But it might be the only way some of the good he's done survives.
[Associated
Press;
Copyright 2012 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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