Brand Packaging

Multinational> Nike (PRODUCT)RED shoelaces

January 19, 2010


Nike has partnered with (RED), an organization dedicated to raising awareness and funds to help eliminate AIDS in Africa, to introduce Nike (PRODUCT)RED shoelaces. The packaging for the laces features a red and white color scheme and uses shoelace-like typography for the lettering. By purchasing the product, people can “Lace Up” and “Save Lives,” because 100 percent of the profits from Nike (PRODUCT)RED laces are split equally between The Global Fund to Fight AIDS, Tuberculosis and Malaria, and football-based community programs that educate people about HIV/AIDS prevention. The laces became available December 1, 2009 at Nike stores and select retailers worldwide. Additional Nike (PRODUCT)RED products will be introduced in the coming months.