SOWETO, South Africa (June 20th, 2010) – NIKE, Inc. (NYSE: NKE) launches a new short film today featuring global football icon Didier Drogba that presents an aspirational glimpse into the future to a world free from the HIV/AIDS pandemic. This powerful content piece calls on people to join the movement to help eliminate AIDS in Africa.
The film is another extension of Nike’s partnership with (RED)™ to leverage the power of sport to fight HIV/AIDS in Africa through the Lace Up, Save Lives campaign. This unique partnership, first announced with Didier Drogba on November 30th in London last year, means that when someone buys a pair of NIKE (PRODUCT)RED™ laces, Nike contributes one hundred percent of the profits to support programs that offer education and medication on the ground in Africa to fight against HIV / AIDS.
People can engage in the fight against AIDS in many ways including money donations, political action or engaging in a simple act like choosing (RED) products. The (NIKE)RED film depicts the powerful ripple effect that could happen to help eliminate HIV / AIDS and transform the lives of generations to come.
“The end of HIV/AIDS is not just a dream – it is within our reach if everyone takes action,” said Didier Drogba. “The simple act of purchasing a pair of (RED) laces can help deliver the education and medication needed to help people remain HIV free or live with the virus. The film is a dramatic and impactful way to deliver a message of hope.”
The film begins in the future with a scene in a Johannesburg classroom. The day’s history lesson: The end of the AIDS pandemic. The film moves through history in reverse to Johannesburg, 2010, where Drogba is giving a press conference following a triumphant performance. Drogba issues a call to action to purchase (NIKE)RED laces, which sets off a series of ripple effects around the world as people everywhere heed his call.
As people unite behind Drogba’s call, a series of vivid scenes depict the result: A young boy receives life-saving medication. Crowds line up to receive HIV tests. An HIV-positive mother gives birth to an HIV-negative child. School children begin to learn about prevention of the disease. Infection rates begin to fall. The film’s final scene depicts news footage of the passing of the last survivor of AIDS.
The film’s ultimate message is one of hope, illustrating the power of collective action from millions of people around the world to change the course of history.
“Through our partnership with (RED) we have created a unique approach to both educate and medicate people impacted by HIV / AIDS,” said Trevor Edwards, VP of Global Brand & Category Management. “This new film provides a compelling insight into how everyone has the power to fight this disease. With football as the catalyst, we can make an impact in the fight against this disease and help get to a place where future generations can live HIV-free.”
The (NIKE)RED partnership has leveraged a host of football moments and engaged athletes with global appeal to elevate awareness and unite people to make a difference. From Barclays Premier League clashes such as Arsenal vs. Manchester United, to high profile international games featuring Brazil, and athlete support from tennis superstar Serena Williams and basketball icon Kobe Bryant, NIKE (RED) laces have created a lasting symbol of support against HIV / AIDS.
The (NIKE)RED film is available to view now at Nike.com/Red. (Nike)RED laces can be purchased at nikestore.com, Nike retail locations and key retailers worldwide. Free shipping of (Nike)RED laces is available now through July 11.
About NikeNIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Umbro Ltd., a leading United Kingdom-based global football (soccer) brand; and Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories. For more information, visit www.nikeinc.com.
About (RED)™and (PRODUCT)RED™(RED)’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa. Companies whose products take on the (PRODUCT)RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to help finance HIV/AIDS programs in Africa, including interventions targeting women and children. Current partners are: American Express (U.K. only), Apple, Bugaboo, Converse, Gap, Emporio Armani, FLOWE(RED) (U.K. only), Hallmark (U.S. only), Dell, Nike, Penguin Classics (U.K. only) and Starbucks. Since its launch in the Spring of 2006, $150 million has been generated by (RED) partners and events for the Global Fund. (RED) money is at work in Ghana, Lesotho, Rwanda, South Africa, Swaziland, and Zambia and supports programs that have reached more than 5 million people. For more information, visit www.joinred.com.