Nike X (RED) - (Nike) Red Lace Up Save Lives | Video

(NIKE) RED Lace Up Save Lives from NikeSportswear on Vimeo.

What can you do with a pair of laces? Tennis sweetheart Maria Sharapova has decided they could be makeshift hairbands, or bundled into a tennis ball; Kobe Bryant laced up to make a hoop; and football premier league rivals Dider Drogba and Andrei Arshavin used them to put aside their differences by lacing each other up. Why the strange, far-out-of-the-box demonstration of lace use? The answer lies in Nike and(RED)’s collaborative project of (PRODUCT)^RED laces which has been produced to fight HIV/AIDS in Africa. The profits from the co-branded stark red laces printed with “Lace Up Save Lives” are divided equally between The Global Fund to Fight AIDS, Tuberculosis and Malaria (the organization funds medication for HIV) and a football-based community initiative to promoted education and understanding of HIV/AIDS prevention in Africa. The viral (Nike)^RED Lace Up Save Lives video is a combined effort from Nike athletes to bring awareness to the collaborative project. The (NIKE)^RED laces are currently available at Nike stores and select retailers, so show your support like Chelsea and Ivory Coast striker and leading global ambassador for (NIKE)^RED products, Didier Drogba (he has worn (NIKE)^RED laces in Premier League and The African Cup of Nations) , and get your kicks fresh super hero laces that will save lives today; or, if you wish, Sharapova has shown that they make pretty wonderful tennis balls as well.