Friday, February 5, 2010

Nike Red - Lace Up, Save Lives

I am absolutely loving this new campaign from Nike to support AIDs campaigning. It's not fantastically original, in my opinion, as it's essentially a rehash of the Make Poverty History - White Band campaign, but at the same time it's great to see someone like Nike using their sponsorship commitments for something so worth while. The influence that these lads have is just so huge that I think they're the perfect people to promote this kind of topic. It helps bring it out into an arena that a lot of young people, blokes especially, wouldn't talk about or openly support otherwise.

Basically Nike have recruited some of the biggest sports stars from their sponsorship ranks to help raise awareness of HIV and AIDS. The campaign uses the tagline 'Lace Up Save Lives', and features a cast of athletes including Liverpool footballer Javier Mascherano, Chelsea's Didier Drogba and Arsenal's Andrei Arshavin. All profits from the sales of the new Nike (Red) laces goes to The Global Fund to Fight AIDS, Tuberculosis and Malaria.

This is just one of a series of partnerships that have been launched between major international brands and (Red), which launched last November to create awareness and a deliver a sustainable flow of money from the private sector into the Global Fund. Partners of the fund are allowed to add the (Red) mark to their products and in return make a significant percentage contribution of the sales/profits from that product to the Global Fund.

There's also a nice slideshow of images from the campaign:

No comments: