Speaking of doctored photos, Outside’s newest issue just dropped and Lance Armstrong is once again on the cover, only this time he’s none too happy about it. Armstrong was wearing a plain blue shirt for the photo shoot, but Outside’s Photoshop elves added lettering to the shirt that said, “38. BFD.” It doesn’t take the Rosetta Stone to know that 38 means Armstrong’s age and BFD means, well, BFD.
This afternoon, Armstrong said on Twitter, “Just saw the cover of the new Outside mag w/ yours truly on it. Nice photoshop on a plain t-shirt guys. That’s some lame bullshit. #weak”
Armstrong has graced the cover of countless publications–on Outside alone, his count must be in the dozens–and few people on the planet can be more media savvy and aware of the tricks played behind the scenes, so it’s hard to accept his indignation as completely genuine. Is he upset that they added type to his shirt, even admitting it openly? Or is he upset that a magazine that’s typically treated him like St. Lance also included a cover blurb that said, “His Age, New Rival, the Latest Scandal. Is This End For Lance?”
On the other hand, the fact that the cover says “not Armstrong’s real T-shirt” doesn’t get Outside off the hook. It’s a duplicitous case of bait and switch and is wholly unethical. A cover blurb is one thing, but to make it appear as if Armstrong approved the words by agreeing to wear it on a shirt is beyond the standards of any decent publication. Magazines are notorious for slimming, adding muscles, and even moving the pyramids in Egypt. But sneaking a slogan onto a famous athlete without his knowledge or approval…far as I know, that’s a first. Let’s hope it’s a last.
For a dubious history of photo manipulation, check it this overview from Dartmouth. LINK
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{ 13 comments… read them below or add one }
I’m liking Lance’s ‘do, though – he’s got a bit of Lyle Lovett/80s era Chris Isaak going on there. Healthier looking than the gaunt Marine crew look of days of yore. And, well, I don’t think Lance has graced DOZENS of Outside mag covers. Probably, oh, I’m guessing between six and eight. The real question is – why is the mag so LAME these days? But I’d guess TAL doesn’t want to go there…
I veered away from Outside when it started delving into fashion spreads. That’s why they print Men’s Journal. Which I also don’t read. Didn’t Outside proclaim Michael Phelps as the Greatest Athlete Ever? Twice?
I agree that Lance of all people should be aware of people and commercial entities around him not playing by the rules. One would he think he wouldn’t even bother to Tweet about it. But I’m sure a little heads-up from the editor might have been appropriate. Frankly, my first question was what they did to age him like that? I bet that’s what’s really got him pissed.
I say foul. They should have asked him.
@ Craig Rowe. You are spot-on about those stupid fashion spreads. I don’t need to know where I can buy some ridiculous, over-priced boat shoes or non-functional wool sweater. And the male models look like they might cry if they had to spend a night under the stars. The other thing I hate about Outside is the countless “Best Of [XYZ]” spreads they do. Most are pure fluff pieces that only take up the space that should be devoted to feature length articles.
Add this clearly duplicitous ’shop-job on Lance’s t-shirt and I think I’m just going to let my subscription lapse.
Craig, Alex – agreed on all points re:Outside’s editorial selections. I’m guessing though that Lance knew what was going on and the slight controversy is engineered to garner attention.
Wild. Something similar happened in TransWorld Snowboarding last year, but sans disclosure and with an advertiser.
Interesting… I consider myself fairly in touch and while I’ve hear BFD before, I didn’t connect the 38 & BDF together. Figured it was a new brand or some logo’ed shirt from Abercrombie.
BFD?? Never heard of it. Now, BVD, didn’t they make cheap men’s tighty whiteys back in the day? I think they should have photoshopped 38 WTF on his shirt. And agreed, this sorta smells like some publicity ploy. Lance? Publicity? Naw…!!!
It’s a sad commentary about how far Outside has fallen in recent years…once an icon for the outdoor enthusiast, Outside has replaced its irresistible authenticity with tabloid-type sensationalism, stupid lists and scantily-clad actors. And now, Outside has done something that not even the tabloids would do. Can’t imagine lance would be in on it…he’s not that self-effacing.
Hard to believe so many “real” outdoor brands continue to partner with them, when there are so many truly authentic outdoor media choices, like this site and Backpacker.
Lance is pissed? About a magazine cover? Put me on the cover with 55 BFD. I’d be thrilled.
Overblown in my opinion, who’s cares? I wouldn’t have even noticed what the numbers/letters were if not brought to my attention. To believe that this is the first time they’ve photoshopped something onto a cover is naive. Doesn’t change my opinion of the mag or of Lance regardless of what his shirt has on it…
What’s worse then the media doing something like this? The media that blows it out of proportion and make a bigger deal of it then it actually is and all the people that then buy into it.
What does the bfd mean?
Big fucking deal.
Outside pulled the cover. Wow.