LONDON, Dec 3, 2009 / FW/ — Dec 1 was World AIDS Day, and on Nov 30th, the world’s leading footballers joined Bono at an announcement of the partnership between NIKE, Inc. and (RED) to fight HIV/AIDS.
Even before the press conference went underway, passers-by at the NikeTown store at London’s Oxford Street already knew about it because the store windows were all dressed up announcing the NIKE & (RED) Charity collaboration.
The phrase “LACE UP” is actually half of the campaign’s mantra, “Lace Up. Save Lives.” The Nike and (RED) concept is a simple one that invites people to ‘Lace Up. Save Lives’ by purchasing a pair of NIKE (PRODUCT)RED laces.
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