Brand Partnerships
(RED) was founded in 2006 by Bono and Bobby Shriver to engage businesses and people in the fight to end AIDS. (RED) partners with the world’s most iconic brands to develop (RED)-branded products, experiences, and services that, when purchased, trigger contributions to the Global Fund to Fight AIDS, tuberculosis, and malaria. These contributions are then invested in HIV/AIDS programs in sub-Saharan Africa.
(RED) was designed to kick-start a sustainable flow of private sector money into the Global Fund. Before the creation of (RED), businesses had contributed just $5 million to the Global Fund, which put the Global Fund’s charter under threat. Since launching in 2006, (RED) has generated over $700 million to fight AIDS–more than any other business initiative among Global Fund donors.
01
Creativity Can Change the World
Converse brought its punk-rock flare as an original partner to the (RED) Organization by promoting a view that "Creativity Can Change the World." Our approach was a brand-authentic way to do our part and be the rebel in the family portrait of the (RED) Brand Portfolio.
02
Mali Mudcloth Chuck Taylor
Our team mobilized to bring creativity to life with this authentic Malian Mudcloth upper that highlighted our commitment & appreciation of Africa while informing future product ideas.
03
Power of Partnerships
With a phone call to our friends at (RED), we were able to collaborate with one of the world's most iconic artists of the modern era on one of the most iconic shoes ever, the Chuck Taylor All-Star. This groundbreaking design was a direct interpretation of his globally recognized artwork.
Damien Hirst "Butterflies" Chuck Taylor
04
Auction to Save Lives
Bono's creativity promotes more creativity while saving more lives with this NYC Sotheby's Auction raising approximately $100 million for the (RED) Organization. With a nod to the event, we created the "Butterflies" Chuck Taylor.
