You see them everywhere these days but how did they start. They started with that superhero of a cyclist Lance Armstrong. Professional cyclist, diagnosed with life-threatening testiculat cancer, abandoned by some sponsors (who now look stupid), survives and comes back to win the Tour De France 7 times. He set up the Lance Armstrong Foundation was set up in 1997 to empower people living with cancer.
Just last May , bankrolled by Nike, it began selling the $1 yellow rubber bracelet now seen on 50m wrists worldwide. This has spawned a multi-coloured cultural phenomenon.
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