Along with other companies such as Apple ,American Express (U.K. only), Gap, Giorgio Armani, and Motorola supporting the cause,CONVERSE (PRODUCT) RED in conjunction with hip hop/poet/milliner COMMON bring out a hot new Converse high top aptly named the RED Weapon.
Common was quick to jump on the cause stating, “Converse approached me to join the (PRODUCT) RED initiative and affect change. I have always felt my purpose is to do for people. Converse and (PRODUCT) RED are about people – educating and reaching out to people to help humanity. I do this through my music, activism and with people I come into contact with everyday. For me, Converse (PRODUCT) RED allows me to help affect change and have an immediate impact on people. Knowing the contributions from this initiative help people who need it makes it incredible because there’s no such thing as small change”
Dave Maddocks, the chief Marketing Officer of Converse goes on to claim “this campaign embodies the spirit and soul of Converse (PRODUCT) RED. Common is an outstanding partner who has inspired a generation of musicians, poets, aspiring actors and children through his work. We want to inspire Converse people everywhere toward this kind of energy and creativity – to become agents of change,”
To give you a bit of background on this ground breaking cause, RED’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help fight AIDS in Africa. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Apple, Converse, Gap, Giorgio Armani, and Motorola. MySpace.com is the first media sponsor in the United Kingdom and MTV Networks is the first media sponsor in the US. WWW.JOINRED.COM
Since its launch in the spring of 2006, (PRODUCT) RED and its partners have raised more than $25 million for the Global Fund. More than $11 million of the (RED) money is already at work in Swaziland and Rwanda providing anti-retroviral treatment for HIV positive individuals, funding HIV prevention programs, feeding and educating children orphaned by AIDS, and providing the 12 cent treatment needed to help prevent the transmission of HIV from mother to child. Because of (RED), over two hundred thousand HIV positive mothers in Rwanda and Swaziland have been given treatment to help ensure that their children are born healthy and over 25,000 people are now on lifesaving drugs.
So if you’re down for a good cause and want to wear sneakers that actually speak to the world, and to just know that everytime you wear the RED WEAPON you are contributing to this fantastic global awarness, look for the COMMON (PRODUCT) RED at your nearest Footlocker store very soon.
For more info go to www.converse.com
To find out more about RED GLOBAL FUND go to www.theglobalfund.org