Celebrities are popular and followed by many people so it makes sense that marketers benefit from using them in order to get their message across. A celebrity can capture consumers' attention, link the brand with their own personal image, and associate their positive attributes with those of the product concerned. However, in some cases celebrity branding could go wrong and affect product revenue. For example, recent doping charges against Lance Armstrong cost him $30 million in endorsements and he stepped down as the chairman of Livestrong. On the other hand, Nike - who sponsors the Armstrong and U.S cycling team - stated in a press release,"due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him."