December 2, 2009 BY bam
It’s nothing new that Nike gives a helping hand to many organizations of a variety of benefits. Yesterday marked World AIDS Day, and Nike has now teamed up with (RED) for a “Lace Up. Save Lives” camapign. Like the LIVESTRONG bands, Nike has created red laces to sell with 100% of its proceeds to help in the endeavor to spread awareness of and the fight against AIDS in Africa. The partnership is also relying on the fame of the football/soccer world to promote this cause.
Japan, a huge football country, is well prepared for the initiation of the campaign. The Nike Harajuku store is taken over with red mannequins dressed as football players in white and red soccer gear, along with (RED) laces and red hardware furnishing existing product displays. Additionally a new installation is created, of mannequin bicycle kicking into a goal featuring a (RED) laced net. Intertwined into the netting is an impressive weave of the (Swoosh) and a silhouette of Africa. Not too far is the (RED) lace packages are put on display, alongside a pair of special Nike x (RED) cleats.
Cue Tulio Marcus Tanaka, Japan National Team football player, where he shows up at the Nike Harajuku this morning, ready to help set of the first (RED) Lace sales. Announced as an official ambassador for (RED), Tanaka meets and greets while handing out purchased laces to customers. A great start to most likely a successful and on-going charity campaign.