By taking a very small initial idea of branding inexpensive yet memorable bracelets for certain sponsored Nike athletes and cyclists, we were able to offer a symbol of hope and perseverance to the entire world. The original idea and process was to supply a run of bracelets to 1000 athletes. We were then able to convince the powers that be that the bracelets were salable to the public as a tool to promote cancer awareness.
During the summer of 2004, the first run of bracelets was roughly 20,000. That had to be upped to over 500,000 within the course of a few weeks. It was the must have fashion-forward accessory of 2004.