Nike recruits sports stars to raise awareness of HIV and AIDS

LONDON - Nike has signed up famous sports stars including Maria Sharapova to launch its latest viral campaign to fight HIV and AIDS in Africa.

The drive, under the strapline 'Lace Up Save Lives', will include a film featuring a cast of international athletes including Liverpool footballer Javier Mascherano, Chelsea's Didier Drogba and Arsenal's Andrei Arshavin.

In the film, which will be available at nikefootball.com, the sports stars lace up one another's shoes.

The viral aims to elevate awareness and unite people in the fight against HIV/AIDS in Africa.

All profits from the sales of Nike's (Red) laces will go to The Global Fund to Fight AIDS, Tuberculosis and Malaria, which funds medication for those living with HIV.

Nike partnered with (Red), the business launched in November to create awareness and a sustainable flow of money from the private sector into the Global Fund.

Companies whose products take on the (Red) mark contribute a significant percentage of the sales or a portion of the profits from that product to the Global Fund to finance AIDS programmes in Africa, with an emphasis on the health of women and children

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Havas Media wins media account for investment firm Source

Havas Media wins media account for investment firm Source

Havas Media International has been appointed to handle the international media planning and buying account for global investment firm Source.

Share
Welcome to the age of brands as broadcasters

Welcome to the age of brands as broadcasters

With so many brands producing their own content to reach consumers in innovative ways, they will need to up their game significantly as expectations grow, says Mindshare's Adam Fulford.

Share
Mail Brands' first major ad deal features George Lamb in video for Seat

Mail Brands' first major ad deal features George Lamb in video for Seat

Mail Brands, the new commercial operation that brought together sales at the DMG Media's national newsbrand titles, has released its first partnership with a major brand since forming in July.

Share

Get news by email