Nike joins (RED) to fight AIDS
Today, on the eve of World AIDS Day, ONE’s sister organization (RED) announced that Nike, Inc. will become its newest partner in the global fight against AIDS, joining existing partners such as Apple, Starbucks, GAP, Hallmark, Converse, Emporio Armani and Dell.
Nike and (RED) will team up to market (RED) shoelaces, inviting people to “Lace up. Save Lives.” All of the profits from the sale of these laces will be split between the Global Fund to Fight AIDS, Tuberculosis and Malaria and Nike initiatives that promote education and awareness of HIV/AIDS prevention at a community level. Nike and (RED) are hoping that their unique partnership will support programs for prevention, treatment and education of HIV/AIDS.
At the launch of the new partnership in London today, international soccer stars joined (RED) CEO Susan Smith Ellis, Nike President and CEO, Mark Parker, Executive Director of the Global Fund, Professor Michel D. Kazatchkine and ONE and (RED) co-founder Bono.”The fight against AIDS in Africa needs great brands to drive awareness and engagement,” said Susan Smith Ellis. “Nike is the right partner to connect education with sport, and in so doing help drive social change, prevention and understanding of HIV/AIDS. We are thrilled to have them with us.”
Check out (RED)’s press release for more info and be sure to look out for Nike’s (RED) shoelaces in stores around the world starting tomorrow!
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This is such a well executed campaign. Not only does the social media components encourage engagement with consumers, the education about this important cause is invaluable. I’ve written about the campaign on my blog: http://popculture2point0.wordpress.com/2009/12/01/world-aids-day-joinred/