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GO Film's Christopher Guest Unleashes the Actor Within Lance Armstrong for Nike Livestrong Collection

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

Edit Company: Whitehouse Post/Santa Monica
Editor: David Brixton ("Feed the Warrior") Kevin Zimmerman ("T-Shirts")
Executive Producer: Justin Kumpada

Shoot Location: Pittsburgh, PA

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