When LiveStrong trend weakens, does it fall by wayside?
February 1When testicular cancer survivor and six-time Tour de France winner Lance Armstrong and his eponymous cancer research foundation first began distributing those yellow rubber LiveStrong wristbands through Nike in late May of 2004, they hardly could have imagined just how popular those bands would become. Since then, everyone from John Kerry to red-carpet celebrities to that guy in your economics class has proudly busted out the yellow bracelet, and so far, over 20 million have been sold. "[Last semester], a kid in the dining hall walked up to me to say 'nice bracelet' as he showed me his," sophomore Hilary Fazzone said. "I felt like we were in a little club or something." Sophomore Alexa Mirvis, who worked at a Nike tennis camp this past summer, said the bracelets were all the rage for her campers. "Campers would trade CDs for bracelets - it was such a commodity!" she said. "One camper had them, then all the campers had them." And so did many others, sometimes at great price: at one point, the yellow silicon rubber bands were being sold on eBay for 15 times their retail price of $1, and many stores were completely sold out. That demand was so high was due in part to the wristbands' trendiness. "I got one because it was stylish," freshman Jon Adler said. "I think it is an unbelievable marketing ploy. They made charity chic, and because it's chic, it sells." Visiting Assistant Professor of Sociology Henry Rubin confirmed Adler's assessment. "There is a smart marketer behind this trend, since many people are more likely to buy a bracelet than to do volunteer work or other kinds of support [or] care for these illnesses," Rubin said. Despite their initially skyrocketing popularity and the good cause they support, the bracelets are, as Rubin said, a trend-a trend that, like all others, has an expiration date. A recent issue of GQ magazine "[declared] the LiveStrong bracelet fad officially over," and, as evidenced by the decrease in wrists around campus sporting the yellow bands, the LiveStrong trend is indeed on the wane. "I don't think people are searching them out as much now," said freshman Bruni Hirsch, who witnessed the birth of the trend last summer when visiting her sister in Austin, Texas, Armstrong's hometown. Some people are even actively anti-bracelet. According to an article in Madison, Wisconsin's Capital Times (which stated that "every fad has its backlash"), a Wisconsin man has sold more than 1,000 black rubber bracelets with "LiveWrong" engraved on them through his website, drunkcyclist.com. Why the decrease in the LiveStrong bracelets' visibility? It's possible that those who were wearing the bracelets because they were "trendy" have banished the yellow bands to the trashbin. But those who wear them in support of the cause of cancer research - like Hirsch and junior David Baumwoll - continue to wear them proudly. "I got one over the summer," Baumwoll said. "I had just become aware of the fact that it was a fundraiser, and I've dedicated a lot of time to cancer research." "I know I wear mine for the meaning," Hirsch agreed. For students like Baumvoll and Hirsch, the bracelets' "trendiness" detracts from, rather than adds to, their appeal. "It has branched off, unfortunately, into a fashion trend," Hirsch said. "People are not wearing them for their true meaning." "I like to think [wearing a bracelet] became trendy after I got one," Baumwoll said. "I didn't just jump on the bandwagon. I think it is a cool idea because it's so simple, and I have a lot of respect for Lance's battles with his health." Junior Ed Kalafarski, who feels that the wristbands' trendiness overshadows the cause they stand for, is even more put off by the mentality some have taken towards them. "Some people I know wear them as more of a trend [than a statement of support]," he said. "I feel they're a great concept, but I'm afraid to wear one now since I'll look like a pop-culture lemming. The idea is awesome...it's a shame." The New York Times agrees with Kalafarski: in an article on the LiveStrong wristbands, the paper stated that "each time charity concedes public to private purpose, and subordinates caritas to marketing, we give up a little piece of our souls." There are indications, though, that the waning of the bracelets' trendiness has not deterred everyone, and that those individuals who are buying and wearing the bracelets to support charity will continue to do so: at the LAF website, www.laf.org, the bracelets are still on backorder for up to a month. "I do think that the wristbands are raising consciousness about illnesses in much the same way as the red ribbon and pink ribbon raised awareness about AIDS and breast cancer," Rubin said.

