Lance Armstrong Down -4 TrendSignal points to 62.The Lance Armstrong brand took its forth consecutive hit this month, down -4 points at 62.  The professional athlete who for years consistently ranked in the top 3 is now struggling to maintain a top-10 position in the Male Athletes brand category.

As we’ve seen before, even negative media coverage can be leveraged into a higher poll position. The challenge facing the Lance Armstrong brand is not so much Armstrong as it is the collateral brands such as Nike and the Livestrong Foundation which provided the air cover and endorsement momentum he so desperately needed during cycling’s off-season.

Success for the Armstrong brand — from a media perspective — would mean maintaining a TrendSignal above 65.  Anything lower then 55 could spell long-term disaster for the brand.  Seasonal athlete brands need endorsement opportunities to bridge normal media fluctuations.