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Get ready for ‘Shack’ attack

Team RadioShack gets ready for 2010.

Team RadioShack gets ready for 2010.


Lance Armstrong might be training up in the Colorado mountains for next weekend’s Leadville 100, but backers from his new RadioShack team are already working hard behind the scenes to prepare the squad for a high-profile entrance into the elite ranks of the sport.

Officials from RadioShack Corporation are planning to unveil its new branding and marketing campaign Thursday in New York and San Francisco, and the cycling team, where Armstrong will race during the 2010 season, will play a central role.

The nationwide electronics retailer is looking to dress up its image and is recasting its stores under a new name, “The Shack.” The move will try to reposition the brand as it expands into new markets and products.

“This is an exciting time at RadioShack. The announcement about Lance and Team RadioShack generated a great deal of consumer excitement and a reappraisal of our brand, which is exactly what THE SHACK is intended to do,” said RadioShack chief marketing officer Lee Applbaum. “Having Lance on our team will no doubt accelerate our brand’s evolution.”

The corporation will still be known as RadioShack, but the retail outlets will be recast as “The Shack.”

Headline writers should have fun with that next summer at the Tour de France.

RadioShack hopes to update its image for 2010.

RadioShack hopes to update its image for 2010.


The company is hosting a three-day marketing event, called the Shack Summer Netogether, in New York’s Times Square and San Francisco’s Justin Herman Plaza with a live video feed via 17-foot screens. It’s not known if Armstrong will be making an appearance.

What this means for the bike team is that Armstrong and the squad will play a central role in RadioShack’s marketing campaign. The retailer will also work to promote the LIVESTRONG Global Cancer Campaign.

The Fort Worth, Texas-based company announced July 23 it would be backing the cycling team.

Joining Armstrong will be longtime sport director Johan Bruyneel. Other riders expected to leave Astana to join the pair include Levi Leipheimer, Andreas Klöden, Haimar Zulbeldia, Chris Horner and Yaroslav Popovych.

Other names have been linked to the team, including reigning world champion Alessandro Ballan.

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