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(The content of this entry is obtained via the transcript provided by Integrated Marketing Solutions Group [IMSG] - the PR agency for Nike Singapore)

(P.S: The copyrights of the video and image depicted in this blog entry belong to Nike.)

In support of Nike and (RED)’s unique two-pronged partnership approach to fight HIV/ AIDS in Africa, leading footballers Didier Drogba, Andrei Arshavin, Clint Dempsey, Denilson, Marco Materazzi, Javier Mascherano, Fabio Cannavaro along with Maria Sharapova and Kobe Bryant came together in a new viral film released by Nike this week to encourage fans globally to “Lace Up Save Lives”.

The film is part of the (PRODUCT)RED™ partnership. Nike produces (RED) branded laces, with 100% of Nike’s profits from the sales of (NIKE)RED laces going to The Global Fund to Fight AIDS, Tuberculosis and Malaria – which funds medication for those living with HIV – and football-based community initiatives that deliver education and understanding around HIV/AIDS prevention in Africa. This unique partnership, first announced on November 30th, the day before World AIDS day in London last year, delivers programs that both medicate and educate.

Bringing together athletes with global appeal across football, tennis and basketball through this film provides another way to elevate awareness and unite people in the fight against HIV/AIDS in Africa.

"Lace Up Save Lives" video clip by Nike

The film features a cast of global athletes using the (Nike) RED laces to lace up in unusual and imaginative ways. Premier league rivals Drogba and Arshavin pay each other the ultimate respect lacing each other’s boots, as do Serie A competitors Materazzi and Cannavaro. Maria Sharapova and Kobe Bryant add their personal touches, while all the players use the RED laces in distinct ways to encourage support for the campaign.

Chelsea and Ivory Coast striker Didier Drogba, the leading global ambassador for (Nike)RED, has been wearing the (RED) laces in Premier League and at The African Cup of Nations, comments: “Filming was a lot of fun, but all of us are aware of the seriousness of the problem of HIV and AIDS in Africa and it is something I have seen first hand when I go back there. Maybe people aren’t aware but AIDS is treatable and we want to encourage players and fans around the world to by the laces and help fight this disease.”

Nike (RED) laces can be purchased at the Nike Flagship store at Wisma Atria

Here in Singapore, the Nike (RED) Laces cost SGD$7 per pair and are available at the Nike flagship store in Wisma Atria

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