The Team Livestrong Challenge series — with its 2013 edition getting underway Sunday, June 23, in Davis — is working to rise from the recent hit it took to its image, thanks to cyclist Lance Armstrong’s recent fall from grace.

The event is a team bicycle ride designed to raise money for cancer research and support for its survivors while heightening awareness of the battle ahead in trying to conquer the deadly disease. This will be Livestrong’s third year in Davis.

The Davis Challenge provides the opportunity for area cyclists to participate in bike rides ranging from 25 to 100 miles. Organizers ask that those involved to pledge money to Livestrong for its continued work in the fight against cancer.

“Research and direct services (Livestrong) provides are needed,” says city Public Relations Manager Bob Bowen, who coordinates the local set-up.

With or without Armstrong, Bowen adds, “They are still raising money for a worthy cause, building community among folks who have family members battling cancer or who have lost that battle.”

This year’s pledge total stands at $199,355 — a goodly sum off the almost $1 million raised by Davis area riders a year ago. But that massive collection came just months before seven-time Tour de France “winner” Armstrong came clean about his long history of using performance-enhancing drugs.

Since then, pledges for Livestrong Challenges have been down and some key sponsors — including charter partner Nike — have pulled their support.

Nonetheless, Livestrong has worked to distance itself from Armstrong and the controversies surrounding the once-legendary cyclist. Nick Denby, vice president of development, says his group’s work is what is important and Livestrong is finding ways to broaden its appeal.

A new partnership with the Sacramento Region Community Foundation will see 5 percent of the funds raised locally distributed to cancer-related organizations in the Sacramento area.

“We saw the Team Livestrong Challenge as a timely opportunity to make a lasting impact in the community,” Denby explains. “Davis has always been a great host to our event … and we are proud to work with (Davis) to improve the lives of people affected by cancer today.”

This year the foundation has added a children’s bike rodeo, designed to “teach kids the proper bike safety and handling skills they need to ride around the city.”

The Davis Team Livestrong Challenge is one of three stops for the cycling fundraiser; others are in Philadelphia on Aug. 17 and Austin, Texas, on Sept. 20. This summer, Livestrong has added other team fundraising opportunities through the Chicago (Oct. 13) and New York City (Nov. 3) marathons and a handful of triathlons and bike rides throughout the United States.

Additional information and registration can be found at www.teamlivestrong.org.

Nike, which introduced the Livestrong yellow wristband and manufactured a line of clothing for the organization, has helped Livestrong raise more than $80 million.

The Associated Press reported earlier this month that Nike will stop making the Livestrong apparel after the 2013 holiday season.

Nike abandoned personal sponsorship of Armstrong last October after the U.S. Anti-Doping Agency unveiled its findings about Armstrong and his racing team colleagues.

This winter, the cyclist finally admitted to doping and the International Cycling Union has vacated his seven Tour de France victories.

Livestrong was started in 1997 as the Lance Armstrong Foundation. Armstrong was removed from the group’s board eight months ago.

Notes: Over the years, Armstrong has made several appearances in Davis, all coinciding with the Tour of California — a race that Davis has hosted for two legs and a couple of route pass-throughs. … Active Times magazine has Davis ranked as the fifth most bike-friendly city on the planet. … B Street from Fifth to Third streets will be closed June 20-23 (Thursday to Sunday) to allow for Livestrong Village staging at Central Park. Vendors, the Farmers Market (Saturday), the Davis Music Festival (Saturday) and ride-packet pickup will take place at the downtown park. … Bowen says organizers expect more than 800 riders.

— Reach Bruce Gallaudet at [email protected] or 530-747-8047.

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