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Like a lot of star athletes, cyclist Lance Armstrong racked up plenty of product endorsements along with his big wins. But in October—a week after the U.S. Anti-Doping Agency published a report on allegations that Armstrong and his teammates cheated for years—his brand-backers started backing away from the former champ, who within days was stripped of his seven Tour de France victories. Nike Inc., Trek Bicycle Corporation, and a score of others bid Armstrong and his tarnished image goodbye.

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