In support of Nike and (RED)™’s partnership they launched a new campaign called: “Lace Up Save Lives” approach to fight HIV/ AIDS in Africa. Crossing the boundary between the different sports, a more representative group of world class athletes teamed up to raise awareness on the AIDS.
Didier Drogba, Andrei Arshavin, Clint Dempsey, Denilson, Marco Materazzi, Javier Mascherano, Fabio Cannavaro, Maria Sharapova and Kobe Bryant using the laces on their feet, hands and as a ball in the movie and want to encourage fans around the globe to join the Lace Up Save Lives.
Source:
http://www.digitalbuzzblog.com/nike-red-lace-up-save-lives/
