With a pair of spots touting the Nike Livestrong Collection, Christopher Guest of GO Film draws a powerhouse performance from cycling legend Lance Armstrong. Establishing Armstrong as a Dick's Sporting Goods store manager (in fact, the retailer is carrying the collection), the first spot has him on a treadmill, dispensing training advice to a customer... though the young man is only interested in light cardio, Armstrong implores him to "Feed the Warrior" inside and "kill the coward" within.
A second spot has Manager Armstrong coaching a Dick's employee on the art of folding "T-Shirts". Apparently, Armstrong gives every task his best...and demands nothing less from his staff.
Client: Nike, Inc., Dick's
Title(s): "Feed the Warrior" and "T-Shirts"
First Airdate: December 1, 2007
Advertising Agency: Wieden Kennedy/Portland, OR
Art Director: Shannon McGlothin
Copywriter: Marco Kaye
Producer: Shannon Worley
Lance Armstrong Management Co: Capitol Sports & Entertainment
Production Company: GO Film/NY
Director: Christopher Guest
Director of Photography: Jeff Cutter
Executive Producers: Gary Rose, Jonathan Weinstein, Robert Wherry
Producer: Leah Fleischmann
Editor: David Brixton ("Feed the Warrior") Kevin Zimmerman ("T-Shirts")
Executive Producer: Justin Kumpada
Shoot Location: Pittsburgh, PA
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