RadioShack and LiveStrong.com are promoting their brands with a new mobile application focused on Lance Armstrong?s cycling group, Team RadioShack.

The Team RadioShack application gives users access to exclusive news, photos and video coverage of the team. The Team RadioShack application was developed after LiveStrong noticed there was sufficient interest among the team?s mobile-savvy fans.

?It?s not good enough to only give fans and users a Web site experience,? said Dan Brian, general manager of LiveStrong.com. ?Everything is heading towards mobile and that is why we?ve embraced it, not only for Team RadioShack but for other areas of LiveStrong.com as well.?

RadioShack, Fort Worth, TX, is a national retailer of technology products and services. It began sponsoring Team RadioShack, co-owned by Mr. Armstrong, in 2009.

LiveStrong.org was created in conjunction with the Lance Armstrong Foundation as a source of support for people living with cancer, and is most well known for its ubiquitous LiveStrong rubber bracelets. Brand extension LiveStrong.com was created in 2008 as a resource for healthy living.

The application is monetized with standard in-application banner advertising, and includes units from a number of brands, including Yahoo, ADT, Olay, Altoids, YellowPages.com and Internet business developer Network Solutions.

Here is a screen grab showing an ad placed below a video story:

How it works
The Team RadioShack application is available for free in the Apple App store and is optimized for the iPhone and iPod touch. It was developed by Team RadioShack and LiveStrong.com in conjunction with Demand Media Inc, Santa Monica, CA.

After users launch the application, they access a home page called ?Headlines? that provides breaking news as well as photos and video content. 

Here is a screen grab of the application?s Headlines section:

The section features text previews and recaps of cycling events and other news items about Team RadioShack and the races where it competes.

Across the bottom of the screen, four clickable icons appear that let users navigate the application?s different sections: Headlines, Photo, Video and About.

Photo and video sections have the same basic design as the home page, and contain frequently updated items that users can click on for rich-media content.

The Video section includes video blogs posted by Mr. Armstrong, interviews with Team RadioShack cyclists and candid videos of the team meant to give users a rich behind-the-scenes view of professional cycling.

Here is a screen grab of the application?s video section:

The last section, About, integrates social media elements, letting users tell their friends about the application via email, Facebook and Twitter.

The section also links to the Team RadioShack Web site and other mobile applications by Demand Media Inc.

Here is a screen grab of the About section:

LiveStrong.com and Team RadioShack plan to release an iPad-optimized version of the application sometime before the start of the Tour de France competition in early July.

They also plan to release a version compatible with the Android operating system in the future.

 ?We know the team, Lance and the fans are heavy mobile users,? said Mr. Brian. ?Tour de France, and all races, are ?on-the-go? experiences, so access to mobile updates is critical to staying up to date.?

?We heard the fans demanding it, so we built it,? he said.