Sep 21 2010
Nike: Lace Up, Save Lives
Nike: Lace Up, Save Lives
Near the beginning of the summer, the 2010 FIFA world cup finals took place in South Africa. This historic event was the first world cup finals ever to take place on the African continent. It ended with Andres Iniesta scoring an extra time goal to give Spain the win of the Netherlands. While slotting the Jabulani into the bottom corner of the Netherlands goal, Iniesta was wearing the new Nike elite series shoe, accompanied with Nike’s “RED” laces. These red laces are a facet of the new campaign launched my Nike called: Lace Up, Save Lives.
As AIDS day was being recognized, Nike publicized that it would be the new global partner of (RED), the brand that raises money in the fight against AIDS, TB and Malaria. The red laces, worn by all the biggest Nike football (soccer) stars, are the first component of the new ethical attempt at curing the three major diseases that are plaguing Africa. This new campaign is strong ethically and for Nikes business standpoint.
The new approach Nike has taken in creating such an ethically constructive initiative is a great way to provide awareness to wealthier nations, especially due to its release time near the World cup in South Africa. From a business standpoint, the marketing aspect of the Nike brand is very positive to the consumer. All in all, Nike’s Lace Up, Save Lives campaign is an eye-opening project which I support to my best ability.
How to get involved!
1. You purchase (NIKE)RED laces.
2. Nike contribute 100% of the profits from the sale to the Global Fund and to football-based programs that help fight AIDS in Africa.
3. Funds are received by programs like Grassroots Soccer, which uses football as a framework to teach youths how to avoid contracting HIV/AIDS.
4. Funds are also contributed to The Global Fund to fund HIV/AIDS programs that support the purchase of lifesaving Antiretroviral (ARV) medication, training of medical staff, HIV testing and treatment to help prevent the transmission of the virus from pregnant mothers to their babies.
5. Life-saving knowledge is received by the next generation in Africa.
Since its inception, (RED)™ partners and events have generated over £80 million to the Global Fund and the number keeps growing.
http://inside.nike.com/blogs/nikesoccer/2010/06/27/write-the-future-endaids