Nike recruits sports stars to raise awareness of HIV and AIDS

LONDON - Nike has signed up famous sports stars including Maria Sharapova to launch its latest viral campaign to fight HIV and AIDS in Africa.

The drive, under the strapline 'Lace Up Save Lives', will include a film featuring a cast of international athletes including Liverpool footballer Javier Mascherano, Chelsea's Didier Drogba and Arsenal's Andrei Arshavin.

In the film, which will be available at, the sports stars lace up one another's shoes.

The viral aims to elevate awareness and unite people in the fight against HIV/AIDS in Africa.

All profits from the sales of Nike's (Red) laces will go to The Global Fund to Fight AIDS, Tuberculosis and Malaria, which funds medication for those living with HIV.

Nike partnered with (Red), the business launched in November to create awareness and a sustainable flow of money from the private sector into the Global Fund.

Companies whose products take on the (Red) mark contribute a significant percentage of the sales or a portion of the profits from that product to the Global Fund to finance AIDS programmes in Africa, with an emphasis on the health of women and children