Nike Launches Red Partnership
On the eve of World Aids Day, Nike has announced a new campaign in collaboration with the Red charity which will see the global sports brand sell special red laces under the banner ‘Lace Up. Save Lives’.
The initiative, launched by Chelsea striker Didier Drogba and U2 frontman and Red founder Bono, is also in partnership with the Global Fund to Fight AIDS, Tuberculosis and Malaria which is designed to coincide with the 2010 World Cup in South Africa.
The proceeds of the sales of the Nike red laces will be split equally between the Global Fund and soccer-based community programmes aimed at educating people about AIDS.
Commented Drogba: ‘It was important to me to be involved in the Red campaign because I’m from Africa.
‘It’s a big honour and pleasure for me to be linked with Bono and try to help him save some lives. AIDS and HIV is something that really destroyed Africa, and people don’t really realise how easy it is to save lives – only two pills a day, which is 40 cents.’
Drogba scored twice as Premier League leaders Chelsea beat London rivals Arsenal 3-0 on Sunday and put his goals down to the red laces he was wearing for the game.
‘I think the red laces really helped me, especially for the free kick. I was really proud to have a chance to show the laces and after the game people were calling me: ‘Why were you wearing red laces?’ and I had to explain to them.’
The laces will be available around the world from 1st December, the annual date of World Aids Day.
