AUSTIN, Texas—The cancer charity whose yellow wristbands became a global brand under founder Lance Armstrong is seeking to reinvent itself, years after donations and revenues crashed along with the disgraced cyclist's career.
Armstrong was nowhere to be seen earlier this month during Livestrong's "relaunch" ceremony in Austin. The charity announced plans to end its one-on-one cancer support services, where a patient could call for help dealing with insurance, counseling and medical trials. Instead, it will pivot to spending $5-6 million annually to support entrepreneurs developing products to improve treatment and patient care.
Livestrong will maintain its partnership with the Livestrong Cancer Institutes at the University of Texas Dell Medical School, which focuses on cancer research, patient care and treatment.