The Landis Effect Shorewood Web-page designer hopes to help Tour de France winner emulate philanthropy of Lance Armstrong

When Floyd Landis rode down the Champs Elysees in Paris on Sunday, he made history by being the third American to win the Tour de France. His victory also brought a sense of urgency to the Floyd Landis Foundation, a not-for-profit organization focused on osteoarthritis research and treatment.

Patrick Sullivan, a Web page designer from Shorewood, rushed to complete an Internet site for the foundation while the Tour was still fresh in people's minds.

"It was really difficult for Floyd to concentrate on this because he was so focused on the race," Sullivan said Monday.

The Web site was barely launched when e-mails started arriving from people who were inspired by Landis' story. The 30-year-old American cyclist recently revealed he has been racing in pain since breaking his hip three years ago in a cycling crash. Diagnosed with a disease known as osteonecrosis, Landis plans to get a prosthetic hip when he returns to the United States.

"The story is going to continue, because he will have surgery very soon," Sullivan said.

Sullivan, owner of Sullivan & Associates Inc., was hired to create the Web site through a business connection he has in the cycling community: Randy Roth, a Milwaukee real estate developer.

Roth once helped Landis write a motivational speech. He is quick to draw parallels between Landis and Lance Armstrong, the seven-time Tour de France winner, cancer survivor and philanthropist.

"There's no doubt they share some of the same personality traits that make for a good initiative," Roth said. "They're both strong-willed individuals, and they know how to be incredible leaders.

"And they've both overcome things that most people haven't experienced. It gives them a different perspective on life."

Founded nine years ago, the Lance Armstrong Foundation has raised millions of dollars for cancer research. The effort was given a big boost by Armstrong's string of Tour victories that kept him in the public eye, and by his best-selling books describing his fight against cancer and the tumultuous life of a professional cyclist.

The 'Lance Effect'

Armstrong's influence on raising money for cancer research has been called the "Lance Effect." The charismatic cyclist also has been credited with boosting interest in road bikes, resulting in a marketing bonanza for companies such as Waterloo-based Trek Inc.

Can Landis have the same effect?

It's too early to say, since the Floyd Landis Foundation was formed less than two weeks ago -- the day Landis first wore the leader's yellow jersey in the Tour de France.

"That was a coincidence, but I sort of liked it," said Marc Colbert, the foundation's Chicago area-based executive director.

The foundation is still developing its business model and Web site. Its mission is to support research for the treatment and prevention of degenerative arthritis (osteoarthritis), artificial joint replacement and funding for treatment of individuals, including disadvantaged youth.

"We will see how much traction there is," Colbert said.

Support team needed

Landis, an ex-teammate of Armstrong, might take a different approach to philanthropy based on his personal experiences.

"I would suggest that Floyd is walking in his own shoes," Colbert said. "He has learned from his experiences with Lance, but now I think he is on his own path."

Landis might not have the same public appeal as Armstrong, who defied the odds just to survive.

"My untutored guess is he won't carry the same weight as Lance," said Steve Goldberg, executive director of the CUNA Mutual Group Foundation, based in Madison.

Armstrong has benefited from a strong support system of philanthropy and public relations specialists.

"I would think if the researchers and others who are doing work on osteoarthritis use (Landis) effectively, they will have some impact," Goldberg said.

"But they can't just throw him out there on his own without support from the umbrella organizations."

The Floyd Landis Foundation has started to accept donations through its Web site and has received letters from people inspired by Landis' performance in the Tour.

"It is very inspiring to see that, as detrimental as this disease can be, Floyd has not let it get in his way," wrote Dan Schoenfeld, an Indianapolis resident diagnosed with the same affliction that affects Landis.

"Not only has this story allowed me to better cope with my disease, but it has shown my friends and family what can still be accomplished," Schoenfeld wrote.