What is the trend of charitable partnerships?

Nike's charity campaign for AIDS creates an opportunity for similar partnerships between companies and non-profit organizations.

What is the trend of social responsibility marketing?

Companies can market their products through social responsibility campaigns that can raise both awareness and funds for urgent causes such as disease prevention.

What is the trend of cause-marketing hybrid products?

Brands can explore creating hybrid products that combine their offerings with social causes to create more meaningful value propositions.

What are the implications for the sportswear and apparel industry?

Sportswear and apparel companies can create charitable initiatives that tie into their brand's mission and identity.

What are the implications for the non-profit organizations industry?

The success of campaigns like #EndAIDS (Nike) Red Laces creates opportunities for non-profit organizations to partner with corporations and leverage their reach and marketing resources.

What are the implications for the pharmaceutical and healthcare industry?

Pharmaceutical and healthcare companies can collaborate with sports brands to promote health and disease screening initiatives and prevention efforts.

Laced Charity Campaigns : EndAIDS Nike Red Laces

Laced Charity Campaigns

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The #EndAIDS (Nike) Red Laces Raises Awareness of the Disease

Meghan Young — July 28, 2010 — Fashion

References: nike & psfk

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If eradicating diseases was as easy as tying your shoelaces, life couldn't be better. Well, we're one step closer with the #EndAIDS (Nike) Red Laces. Nike's latest charity campaign raises money for, and awareness of, this disease.

Considering that 100% of the #EndAIDS (Nike) Red Laces proceeds will go to Global Fund, this is an incredible endeavor. So far, Nike has raised over $150 million dollars. This money will go towards "HIV testing, antiretroviral medication, medical staff training and preventative measures against mother-child disease transmission," according to Psfk.

Trend Themes

Charitable Partnerships — Nike's charity campaign for AIDS creates an opportunity for similar partnerships between companies and non-profit organizations.
Social Responsibility Marketing — Companies can market their products through social responsibility campaigns that can raise both awareness and funds for urgent causes such as disease prevention.
Cause-marketing Hybrid Products — Brands can explore creating hybrid products that combine their offerings with social causes to create more meaningful value propositions.

Industry Implications

Sportswear and Apparel — Sportswear and apparel companies can create charitable initiatives that tie into their brand's mission and identity.
Non-profit Organizations — The success of campaigns like #EndAIDS (Nike) Red Laces creates opportunities for non-profit organizations to partner with corporations and leverage their reach and marketing resources.
Pharmaceutical and Healthcare — Pharmaceutical and healthcare companies can collaborate with sports brands to promote health and disease screening initiatives and prevention efforts.

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