an agreement with the foundation to license the use of the Livestrong name and mark to create a spin-off website, Livestrong.com (unconnected to Livestrong.org), a commercial health and wellness site. Demand Media hired Armstrong as a spokesman. Armstrong doping scandal and rebranding In 2012, Armstrong was banned from professional cycling and stripped of his Tour de France titles after it was found that he had engaged in the use of performance-enhancing drugs. The foundation initially reacted by questioning the integrity of the United States Anti-Doping Agency (USADA) in a statement by president and chief executive Doug Ulman released in October 2012:Our long-standing concerns about the impartiality and fairness of Usada's proceedings are compounded today. ... Usada appears motivated more by publicity rather than fulfilling its mission. ... Because of [Armstrong's] leadership and vision, the Lance Armstrong Foundation has served more than 2.5 million people affected by cancer over the last 15 years. ... We are deeply grateful for his leadership and incredibly proud of his achievements, both on and off the bike.However, just a week later, Armstrong resigned as the chairman of the foundation, and from the foundation's board of directors in November. In January 2013, prior to Armstrong's televised interview with Oprah Winfrey in which he admitted to doping, the foundation released a statement that said: We expect Lance to be completely truthful and forthcoming in his interview and with all of us in the cancer community ... Regardless, we are charting a strong, independent course forward that is focused on helping people overcome financial, emotional and physical challenges related to cancer ... Inspired by the people with cancer whom we serve, we feel confident and optimistic about the Foundation's future and welcome an end to speculation. Following the departure of Armstrong, the foundation considered whether its highly visible brand image was a liability, linking the foundation and its activities too tightly with its founder. The conclusion was that a radical change would go against the foundation's key message: "It has never been about one person." The foundation changed its name from the Lance Armstrong Foundation to the Livestrong Foundation in November 2012. This decision and the strategy it adopted was primarily driven by the foundation's own "strong sense of itself" and the "importance of its story." In the end, in a process some critics called "subtle but substantive," the foundation's story was told through a variety of ongoing