# Laced Charity Campaigns The #EndAIDS (Nike) Red Laces Raises Awareness of the Disease By Meghan Young | Published 2010-07-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/endaids-nike-red-laces References: [psfk](http://www.psfk.com/2010/07/endaids-nike-laces-up-against-aids.html) & [nike](http://www.nike.com/nikeos/p/red/en_US/) 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](https://www.trendhunter.com/trends/nba-nike-autism-awareness)) Red Laces. Nike's latest [charity campaign](https://www.trendhunter.com/trends/thrift-it-back) 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](https://www.trendhunter.com/trends/hiv-care-innovation), antiretroviral medication, medical staff training and preventative measures against mother-child disease transmission," according to Psfk. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 13% | Activity: 58% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **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. ### Industries Being Reshaped - **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. ## Related on Trend Hunter - [Footwear-Branded Heart Health Initiatives](https://www.trendhunter.com/trends/wear-your-heart.md) - [Charitable AIDS-Focused Medical Scrubs](https://www.trendhunter.com/trends/hivaids-prevention.md) - [Autism-Supporting Athletics Brands](https://www.trendhunter.com/trends/nba-nike-autism-awareness.md) - [Awareness-Raising Shoe Store Concepts](https://www.trendhunter.com/trends/soles4souls-canada.md) - [Defiance-Inspired Disease Awareness Campaigns](https://www.trendhunter.com/trends/a-finger-for-hope.md) - [Awareness-Raising Apparel](https://www.trendhunter.com/trends/hats-for-hope-movement.md) - [Awareness-Raising Airline Campaigns](https://www.trendhunter.com/trends/stand-up-to-cancer.md) - [Breast Cancer Awareness-Supporting Socks](https://www.trendhunter.com/trends/power-in-pink.md) - [Violence-Combating Football Collaborations](https://www.trendhunter.com/trends/no-more-red.md)