I saw some ads for Dick's Sporting Goods that star Lance Armstrong on New Year's Day when I watched the NHL Winter Classic on NBC. The two 30-second ads both emphasized the fact that the Livestrong clothing collection is on sale at Dick's Sporting Goods.
I thought the ads had a hard edge to them that's uncharacteristic of how Lance has been portrayed in previous TV advertising. In spite of that I thought they were memorable.
When I visited Dick's Sporting Goods E-commerce Site, I expected to find the Livestrong clothing on sale there. I didn't see much at all, although the TV ads are available on that site.
I guess we are expected to visit a Dick's Sporting Goods store to buy these products, or buy them on-line at http://www.store-laf.org/.