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Nike (Product) RED Campaign
Inaugural Year: 2009
Highlights: Nike (Product) RED shoelaces, Nike (Product) RED Dunk Lows
Focus: To raise awareness for AIDS.
On World AIDS Day eve in 2009, Nike CEO Mark Parker linked up with some of the world?s best soccer players to announce a partnership between Nike and Product (RED). The joint effort, which raises awareness for the ongoing fight against AIDS, encourages people to ?Lace Up. Save Lives?. The NIKE (RED) laces, shown above, was the first release from this partnership on World AIDS Day last year. They were sold for $4, and the proceeds applied to the Global Fund and to Nike?s youth-oriented football-based AIDS education programs in Africa. Since its beginning, a many athletes have been spotted wearing red laces in their respective PEs.
