2003 ‘Subaru. Dlancearmstrong1riven By What’s Inside’. February 3, 2003, Lance Armstrong signed with Subaru (for $12m?). He has had a relationship with Subaru since the early 1990s on a Subaru sponsored bike team. Armstrong ads run through 2004. “Lance Armstrong is a perfect fit. He’s a rugged individualist. He’s authentic and passionate about what he believes. He’s engineered like no other to perform like no other” Fred Adcock, Subaru exec VP. Ads using Lance run through early 2005.