BONO AND BOBBY SHRIVER LAUNCH (RED)TM IN THE U.S.
Entertainment - Other
By: Press release supplied by (RED)
Photos: Photos provided by The Gap (main) and Barry Brecheisen (Oprah/Bono)
+ Oct 24, 2006 at 2:44pm
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Los Angeles, CA - October 13, 2006 - Harnessing the power of some of the world's most iconic brands, Bono and Bobby Shriver announced today the U.S. launch of (RED), the groundbreaking initiative that marries the private sector with the buying power of the public in an effort to generate a sustainable flow of private sector funds towards the fight to eliminate AIDS in Africa. Gap, Motorola, Converse, Giorgio Armani and Apple are the first five companies to partner with (RED) in the U.S. The partnerships include licensing the (PRODUCT) RED TM mark and launching major integrated commercial efforts encompassing national and global product launches, retail, marketing and online activities. MTV Networks has joined (RED) as the first media sponsor in the U.S. to help build the brand and create awareness.
"We want to change history by writing its future," said Bobby Shriver, chief executive officer of (RED). "With (PRODUCT) RED, consumers can tap into the power of commerce to do something amazing and unprecedented.
Our partners have
created incredible products that consumers will want and need, which is the beauty of (PRODUCT) RED. We're not asking anyone for a donation or for them to change their behavior. People buy things every day. But now, when they buy (PRODUCT) RED, they will look good and do good - and that's good business."
(PRODUCT) RED launched in the United Kingdom earlier this year. Brands that license the (PRODUCT) RED mark make a five-year commitment to create unique (PRODUCT) RED products and contribute a significant percentage of sales or portion of profits from the sales of those products into Global Fund-financed AIDS programs with a special emphasis on women and children affected by AIDS in Africa. Since the inception of the Global Fund in 2002, the private sector has contributed five million dollars versus $4.9 billion from governments around the world. (RED) will create a new income stream into the Fund.
"AIDS in Africa is an emergency, that's why we chose the color Red. When you buy a (PRODUCT) RED product, the company gives money to buy pills that will keep someone in Africa alive. The idea is simple, the products are sexy and people live instead of die. It's consumer power at work for those who have no power at all," Bono, co-founder of (RED).
Specific plans and products for the U.S. launch of (PRODUCT) RED include the following:
• GAP - Gap (PRODUCT) RED™ is a new, limited edition collection of clothing and accessories for men and women designed to help eliminate AIDS in Africa. Fifty percent of the profits from sales of Gap (PRODUCT) RED items will go to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa. The collection, which is rooted in Gap's iconic product categories such as t-shirts, hoodies, jeans and accessories, features 40 items - each branded with subtle yet distinct details inspired by (RED). The full Gap (PRODUCT) RED collection will be available exclusively in select Gap adult stores in the U.S., Canada, U.K., France and Japan and online in the U.S. at gap.com. In stores, the Gap (PRODUCT) RED collection will be displayed in a distinct shop-in-shop RED boutique.
The retail price of Gap (PRODUCT) RED items ranges from $1 to $350 which includes products such as graphic T-shirts ($28) and tote bags ($45) for men and women, skinny jeans with red stitching for women ($150), and motorcycle jackets for men ($350). One vintage-style
stores throughout the world, each featuring a (PRODUCT) RED-themed window and significant point-of-sale support. An online micro-site at www.emporioarmaniproductred.com and national print ads will also drive Armani's significant promotion.
Giorgio Armani is contributing an average of 40 percent of its gross profit margin from sales of all Emporio Armani (PRODUCT) RED products directly to The Global Fund.
• APPLE - The iPod nano (PRODUCT) RED Special Edition comes in a beautiful red aluminum enclosure and features 24 hours of battery life, Apple's innovative Click Wheel and an incredibly thin and light design. Apple will contribute $10 from the sale of each iPod nano (PRODUCT) RED Special Edition to the Global Fund to help fight HIV/AIDS in Africa. The iPod nano (PRODUCT) RED Special Edition is available worldwide in a 4GB model for $199 (US) through Apple's retail stores and the Apple Store (www.apple.com). Apple will also offer a $25 iTunes (PRODUCT) RED gift card for purchase at Apple's retail and online stores next month.
The (PRODUCT) RED collections are designed to be compelling parts of the brands' overall offerings and are not priced at a premium, making it easy for consumers to choose (RED) over non-(RED) items.
(RED) is also developing a suite of media partnerships which will enable the brand to increase awareness. MTV Networks has joined (PRODUCT) RED as the initiative's first media partner. The partnership starts with VH1 and will expand across MTV, Comedy Central, Spike and other channels in the coming months. The program includes on-air integration including (RED) spots, content placement, in-show graphic interruptions, full-screen takeovers and frequent banners.
"(PRODUCT) RED is a brilliant and effective response to the greatest global crisis of our time - the HIV/AIDS pandemic," said Professor Richard Feachem, executive director, the Global Fund. "There is no one way to solve this problem, but (RED) has come up with a smart and unique way of trying to do so. (PRODUCT) RED is already changing and saving lives."
American Express and MySpace.com continue their tremendous initiatives in the UK.
Gap Inc. is a leading international specialty retailer offering clothing, accessories and personal care products for men, women, children and babies under the Gap, Banana Republic, Old Navy and Forth & Towne brand names. Fiscal 2005 sales
T-shirt from the collection is being manufactured in Lesotho, Africa from 100 percent African cotton. The T-shirt is made for both women and men and will be available in red, as well as a range of other classic colors.
As part of its (PRODUCT) RED collection, Gap also launched a book entitled INDIVIDUALS: Portraits from the Gap Collection, at a special event in New York City during Fashion Week on September 12. Since Gap's founding in 1969, style icons from virtually every artistic field have been photographed for Gap ads, and Individuals brings the best of them together for the first time in a celebration of the individual spirit that lives within all of us. Books will be available in both hard and soft cover and are packaged with a limited edition CD containing fifteen of the most memorable songs featured in Gap ads. 100 percent of Gap's profits from the sale of Individuals will go to the Global Fund.
To celebrate the introduction of the Gap (PRODUCT) RED Collection, Gap is launching a powerful new advertising campaign featuring an incredible cast of celebrities photographed by renowned photographer Annie Leibovitz. The campaign consists of compelling images of Steven Spielberg, Jennifer Garner, Chris Rock, Penelope Cruz, Christy Turlington, Don Cheadle, Mary J. Blige, Dakota Fanning and Apollo Ohno.
• MOTOROLA - As the exclusive worldwide wireless partner for (RED), Motorola is developing unique products and partnering with leading wireless operators to enable consumers to help fight HIV/AIDS in Africa. After its successful launch of the MOTOSLVR in the UK, the RED MOTORAZR and RED Bluetooth H500 headset are the first in a series of products in the U.S. to benefit The Global Fund.
Motorola is also announcing its first two carrier partners in North America.: Sprint and U.S. Cellular. The RED MOTORAZR will be available from both partners. In addition, The RED Bluetooth H500 headset is available for purchase online at motorola.com/red.
With each sale of a (PRODUCT) RED phone and headset, a direct contribution of $17 and $5 respectively will be made to the Global Fund by Motorola and its carrier partners. Motorola RED products will be rolling out internationally over the remainder of the year and into 2007.
Motorola will also launch Studio RED, a series of initiatives to include physical and virtual destinations that will enhance consumers' mobile experiences with (PRODUCT) RED. Studio RED will inform consumers of Motorola (PRODUCT) RED activities, purchase benefits and rewards. Studio RED will offer exclusive content, including limited edition wallpaper, ring tones and video casts, which have been designed by Motorola's elite partnership network of musicians and designers.
For more information on Motorola's commitment to RED and product availability, please visit motorola.com/red, sprint.com/red or uscellular.com.
• CONVERSE - The Converse (PRODUCT) RED Collection includes four exclusive, limited edition shoes designed by acclaimed U.K. designer Giles Deacon, featuring a Chuck Taylor® All Star® Hi ($100), Jack Purcell® ($100), One Star® Mid ($120) and Weapon® ($140) available in September at select specialty locations with 10 percent of net wholesale sales going directly to the Global Fund. Converse is also releasing three new (PRODUCT) RED versions of its Chuck Taylor All Star canvas hi-tops in black, white and red ($47) available exclusively at more than 180 Gap locations nationwide starting today.
In addition, Converse will be introducing MAKE MINE RED, a unique feature only available online at www.converseone.com, that offers shoppers the unique option to custom design any Converse (PRODUCT) RED Chuck Taylor Canvas Hi and Low shoes to support the (RED) initiative. The MAKE MINE RED function provides consumers with a unique way to express their originality, with 15 percent of net retail sales going directly to the Global Fund. Retailing for $60, all MAKE MINE RED styles include iconic Converse (RED) detailing such as the logo inscribed on the insole of the shoe and red eyelets symbolically adorning the top of the sneakers along with a custom palette of seasonal colors and patterns. Converse is the only (PRODUCT) RED partner with this exclusive capability to give consumers a platform to express their creativity through (PRODUCT) RED.
Converse will partner with celebrated designers, artists, musicians and filmmakers to inspire originality by offering limited edition Converse (PRODUCT) RED shoes each season on a unique canvas that preserves culture and embraces creativity. Depending on the product sold, a contribution of 5 to 15 percent of net sales from Converse (PRODUCT) RED shoes goes directly to the Global Fund.
• GIORGIO ARMANI - In support of (PRODUCT) RED, Giorgio Armani unveiled his men's and women's Emporio Armani (PRODUCT) RED capsule collection on September 21 during London Fashion Week at a unique televised fashion and music event called (Emporio Armani) RED ONE
NIGHT ONLY. The capsule collection is comprised of products that range from a jacket ($228), sweatshirt ($148) and jeans ($198) to accessories, including sunglasses ($170), a watch ($225), wallet ($148), mobile phone clip ($58) and belt ($198). In developing his collection, Giorgio Armani collaborated with Ghanaian contemporary artist Owusu-Ankomah, whose art is featured on clothing, accessories and packaging in the Emporio Armani (PRODUCT) RED collection. The range of products will be expanded further with the launch of a Emporio Armani (PRODUCT) RED women's and men's fragrance and jewelery in Spring 2007.
On November 16, Emporio Armani (PRODUCT) RED products will be available in all 124 Emporio Armani
were $16.0 billion. Gap Inc. operates about 3,000 stores in the United States, the United Kingdom, Canada, France, Ireland and Japan. For more information, please visit gapinc.com.
Motorola is known around the world for innovation and leadership in wireless and broadband communications. Inspired by our vision of Seamless Mobility, the people of Motorola are committed to helping you get and stay connected simply and seamlessly to the people, information, and entertainment that you want and need. We do this by designing and delivering "must have" products, "must do" experiences and powerful networks - along with a full complement of support services. A Fortune 100 company with global presence and impact, Motorola had sales of US$36.8 billion in 2005. For more information about our company, our people and our innovations, please visit www.motorola.com
Established in 1908, the Converse brand has built a reputation as "America's Original Sports Company"™ and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and the One Star® shoe. Converse was the first basketball shoe to ever make contact with the court in 1917. Soon after, Converse gained iconic status with the creation of the Chuck Taylor All Star shoe in 1923, which went unmatched through five decades of professional basketball. For more information, visit Converse on the web at www.converse.com.
About Giorgio Armani
The Armani Group is one of the leading fashion and luxury goods groups in the world today with 4,900 direct employees and 13 factories. It designs, manufactures, distributes and retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewellery, home furnishings, fragrances and cosmetics under a range of brand names: Giorgio Armani Privé, Giorgio Armani, Armani Collezioni, Emporio Armani, AJ | Armani Jeans, A/X Armani Exchange, Armani Junior, Armani Baby and Armani Casa. The Group's exclusive retail network currently comprises: 71 Giorgio Armani boutiques, 12 Armani Collezioni stores, 124 Emporio Armani stores, 97 A/X Armani Exchange stores, 17 AJ | Armani Jeans stores, 6 Armani Junior stores, 1 Giorgio Armani Accessori, 1 Emporio Armani Accessori store and 20 Armani Casa stores in 40 countries.
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, and iLife and professional applications. Apple is also spearheading the digital music revolution with its iPod portable music players and iTunes online music store.
About MTV Networks
MTV Networks connects with its audiences through its robust consumer products businesses and its interactive properties worldwide, including Neopets, Xfire, IFILM, GameTrailers.com, and online, broadband, wireless and interactive television services. MTV Networks also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide. The Company's web properties recorded more than 175 million video streams in June, a triple-digit increase over the same period last year. Within one year, the Company has launched 24 broadband channels globally, including MTV Overdrive, mtvU's Uber, TurboNick, VH1's VSpot and Comedy Central's Motherload. All feature dynamic original content and are expected to stream more than 1 billion videos by year's end. Further, viewing of MTVN's on-air channels accounts for over 25% of all time spent watching cable television, with such valuable brands as Nickelodeon which is now enjoying its 11th year as the top- rated cable network.
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 120 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, with all of these networks trademarks of MTV Networks.
About the Global Fund
The Global Fund to fight AIDS, Tuberculosis and Malaria is a unique global public-private partnership dedicated to attracting and disbursing additional resources to prevent and treat HIV/AIDS, tuberculosis and malaria. This partnership between governments, civil society, the private sector and affected communities represents a new approach to international health financing. The Fund works in close collaboration with other bilateral and multilateral organizations to supplement existing efforts dealing with the three diseases. The Global Fund finances one fifth of all global efforts to stop AIDS and two thirds of global expenditure against tuberculosis and malaria.
About (RED) and (PRODUCT) RED
(RED)'s primary objective is to engage the private sector in raising awareness and funds for the Global Fund to help fight AIDS in Africa. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Converse, Gap, Giorgio Armani and Motorola. MySpace.com is the first media sponsor in the United Kingdom. WWW.JOINRED.COM