As World AIDS Day is being recognized today, Nike was announced as the latest global brand partner of (RED), the branding initiative that helps raise money for the Global Fund to Fight AIDS, TB and Malaria. Nike, which joins the likes of Starbucks, American Express and Apple as a notable brand that will co-develop products with (RED), has designed red laces to kick off the partnership. The laces, which are now available at Nike retail stores, will also be worn by Nike athletes in the coming months.
In a statement, Professor Michel D. Kazatchkine, Executive Director of the Global Fund, says, “The (RED) Nike laces can tie athletes around the world together with people living under threat from HIV in Africa in a beautiful way. Wearing these (RED) laces is a sign that you care about others and it helps us to protect and treat millions of people who every day risk infection or struggle with the effects of HIV.”
In Tel Aviv meanwhile, Shalmor Avnon Amichay/Y&R Interactive launched its own project for World AIDS Day called “SDIA” that’s centered on a song called “Going All the Way”. You can listen to a low-res clip via the show Big Brother here.