Lance Armstrong sets the standard in terms of promoting his image

The cyclist takes another lap around the court of public opinion. Can he retain his seven titles—and his credibility?

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There have, of course, been other attempts to sully his legacy, but this time around, his over-the-top response takes particularly nasty shots at the powerful yet little-known group called the U.S. Anti-Doping Agency (USADA).

Last week, the agency filed new doping charges that could strip the seven-time Tour de France winner of his victories. The case comes months after federal investigators quietly dropped their two-year case against Armstrong. This time, the USADA says its case is strong and based on rock-solid testimony from Armstrong’s former teammates.

Armstrong, in a terse, five-paragraph statement, stuck to messaging that shoots holes in the case, blasted its methods and evidence, and further highlighted his track record of never being found guilty. To wit:

“I have been notified that USADA, an organization largely funded by taxpayer dollars but governed only by self-written rules, intends to again dredge up discredited allegations dating back more than 16 years to prevent me from competing as a triathlete and try and strip me of the seven Tour de France victories I earned.

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