You might have spotted Nike's flashy PRODUCT(RED) laces gracing the cover our our last issue. Forming part of the global fight against HIV in Africa, Nike's 'Lace Up Save Lives' campaign has received a huge boost with footballing giants Didier Drogba, Andrei Arshavin, Clint Dempsey, Denilson, Marco Materazzi, Javier Mascherano and Fabio Cannavaro teaming up with Maria Sharapova and Kobe Bryant adding their star muscle to a new ad promoting the program. To find out how you can help out by purchasing your PRODUCT(RED) laces visit Nike's official site here.
The film is part of the (PRODUCT)RED™ partnership. Nike produces (RED) branded laces, with 100% of Nike’s profits from the sales of (NIKE)RED laces going to The Global Fund to Fight AIDS, Tuberculosis and Malaria – which funds medication for those living with HIV – and football-based community initiatives that deliver education and understanding around HIV/AIDS prevention in Africa. This unique partnership, first announced on November 30th, the day before World AIDS day in London last year, delivers programs that both medicate and educate.