The art of reputation management: after revelations about drug taking the reputation of Tour de France cyclist Lance Armstrong is on the floor – literally.
Disgruntled cyclists have helped create an art installation in a Newcastle bike shop using pages from donated Lance Armstrong books as a floor covering.
We’ve written before about the dangers of brands sponsoring high profile sports stars, but we loved this example of turning a negative into a PR opportunity.
“Don’t want your Lance Armstrong books anymore?” asked The Cycle Hub bike shop and cafe on Tyneside earlier this year. “Then send them to us!”
Hundreds of books by or about the disgraced cyclist were handed in. The result is an art installation for the city’s Late Shows festival.
Pages from the books have been ripped out and glued to the floor, with a varnish over the top. Quotes from Lance Armstrong’s autobiography, ‘It’s not about the bike’, have been placed on top of the pages in large letters.
The installation also includes DVDs, a signed yellow jersey and a Trek carbon road bike in US Postal Service team colours.
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