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'LIVESTRONG' wristbands hot item with 'tweens, teams

'LIVESTRONG' wristbands hot item with 'tweens, teams

They are simple yellow wrist bands, with one word, "LIVESTRONG," etched into the rubbery material. They are showing up everywhere, from elementary school playgrounds to presidential debates. They are must-have items, especially at the pools, playgrounds, schools and ball fields frequented by middle school-age students.

The bands only cost one dollar, but they are currently very hard to come by.

Alyssa Cwanger, Post-Gazette
Wearing Lance Armstrong bracelets are, from left, Schenley High School students Miranda Beck, 15, and Marianne Broome, 17, both juniors; and Julia Flowers, 17, a senior. They were cheering on their school at the City League soccer championships last Wednesday evening at Cupples Stadium.
Click photo for larger image.

"I probably get 75 calls a day from harried parents, and sometimes from the children themselves," said Alice Stetor, co-owner of Parkside Dollar in Bethel Park. "We've had them three or four times and they sold almost immediately."

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She doesn't know when -- or if -- Parkside Dollar will be getting more.

Most, if not all, of the children seeking the wrist bands know "Livestrong" is the motto of Lance Armstrong, whose fame as a world-class cyclist is matched by his fame as a cancer survivor. Many know proceeds from the bracelets will be used to help people with cancer "live strong."

More than 20 million wrist bands have been sold since May 17, according to the Lance Armstrong Foundation. Wrist bands ordered from the biker's Web site today will be shipped in three to four weeks.

Nike teamed with LAF last May to launch the wristbands, according to the LAF web site. Nike donated $1 million to the foundation, produced the first 5 million wristbands, and helped to sell them.

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"Lance thought maybe a million would sell, and we'd be stuck with 4 million" wristbands, said Bianca Bellavia, director of communications at the Lance Armstrong Foundation in Austin, Texas. "Sales have been beyond all expectations and Lance is thrilled," Bellavia said in a telephone interview.

Armstrong's Web site -- www.laf.org -- has this statement from the Texas native who dominated the Tour de France for the past six years, wearing the yellow shirt that designates the race leader:

"I am one of more than 10 million Americans living with and beyond cancer, so there are at least 10 million reasons why I wear my Live Strong wristband every day. I think the color yellow stands for hope and courage and inspiration and that's why I'm never taking my wristband off."

In the early stages members of youth teams -- including baseball, soccer and swimming -- bought the bands, which are sold in packs of 10, 100 and 1,200.

"We've heard wonderful stories, including people giving them out at their weddings," Bellavia said.

Last summer the bands could usually be purchased at Dick's Sporting Goods, which does a great deal of business with Nike. When word of mouth boosted the popularity of LIVESTRONG bands, demand did not keep up with supply.

When rumors of availability spread, moms rush out to buy the bracelets. Sometimes the rumors are untrue or partially true.

A South Hills dollar store that was expecting Lance Armstrong bracelets last week received a shipment of plain yellow look-alikes, with no ties to the biker.

The Build-A-Bear Workshop at South Hills Village did have a good supply of wrist bands last week. Youth sizes sold out quickly, leaving bands sized for adult wrists. Customers who bought youth or adult wrist band also must pay an additional $1 for a band sized for the wrists of bears sold at the shop.

The bear bracelets are legit, for Build-A-Bear has an ongoing relationship with the Lance Armstrong Foundation, Bellavia said.

Other charities are following suit. There are groups selling pink bracelets to benefit breast cancer patients. Last week American Eagle Outfitters at South Hills Village had a basket by the cash register filled with orange, red and green bracelets, with $1 donations going to Jumpstart or YMCA National Safe Place.

"We try to think that imitation is the sincerest form of flattery," said Bellavia of the Armstrong Foundation. "Other organizations use the idea and we have no control over it."

A recent search on the eBay Internet auction site produced hundreds of "hits" with people auctioning Armstrong wristbands in the United States for prices ranging from 99 cents, plus shipping, to $6.99. One entrepreneur in the United Kingdom is selling bands for $19.34.

There is no indication whether sellers are donating their profits to the Lance Armstrong Foundation.

First Published: November 10, 2004, 5:00 a.m.

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