From Runner's World (Australia & New Zealand) November/December 2004, p 7 is an ad for powerbar. It has a quote from a marathoner and then the following blurb:
PowerBar(R) Performance. The right energy for any challenge. As a trusted source of sports nutrition for 10K runners, Ironmen, Olympians and Lance Armstrong, PowerBar(R) Performance bars are specially formulated...
Go Lance. I don't know why yours is the only name mentioned, but go Lance.