“It was heartbreaking from the perspective of my identity,” he says. “In that instant, I lost a part of myself.” “I literally remember the day that I went and got all of my LiveStrong and Lance Armstrong gear and I put it in a bag and I set it outside,” he says, describing how he dragged it all to the trash. “It was almost like a funeral. It was almost as if I was grieving because this iconic, aspirational self turned out to be a shallow and hollow fraud. And I felt like I was a fool in that relationship with his brand because I was trying to reinforce and express all of these values that
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