MTV, Nike partner to battle HIV – AIDS

MUMBAI: MTV Networks International (MTVNI) and Nike, Inc. have launched a global online celebrity auction as their first ever partnership to raise money for HIV and AIDS education and prevention work.


On 6 December at 18 GMT, MTVNI and Nike will launch, where members of the public will be able to bid for NIKEiD footwear designed or autographed by some of the world’s biggest artists. The auction will last seven days and all money raised will go towards MTV’s Staying Alive Foundation, which provides grants to young people and youth-led organisations engaged in grassroots HIV and AIDS prevention work. The launch event will take place at NikeTown in London‘s Oxford Circus on 6 December.


Snoop Dogg, Craig David, Shaggy, Nicole Scherzinger from Pussycat Dolls, and Kelly Rowland all designed Nike Dunk Lows and added personal touches using the NIKEiD studio at this year’s MTV Europe Music Awards, held in Munich on 1 November. Only two pairs of these unique Dunk Lows will be made – for the artist who designed them and the winner of the auction.


In addition, Nike have produced limited edition pairs of Staying Alive branded Dunk Lows, also signed and available for auction by Snoop Dogg, Foo Fighters, Wyclef Jean, Rza from Wu Tang Clan and from The Black Eyed Peas, amongst others.


“MTV and Nike both have strong connections to young people. Working together, we can use our brands to help educate about the dangers of HIV and AIDS and the importance of prevention. It’s young people who are most at risk from HIV and AIDS, but it’s young people who are able to show leadership in the fight against AIDS,” said MTV’s Staying Alive Foundation, Executive Director, Georgia Arnold.


MTV Networks, Vice-Chairman and a UNAIDS ambassador, Bill Roedy stated, “With education, HIV is preventable. The media and business have a powerful role to play in educating young people throughout the world. I believe that HIV and AIDS programming needs to become part of the DNA of media companies globally.”


Nike Europe, Middle East and Africa, VP of Marketing, Brent Scrimshaw added, “Nike is honoured to support a program like Staying Alive that encourages youth to actively improve their communities. We are also thankful to the artists who chose to participate by designing their own footwear through”


MTVNI also announced the recipients of Staying Alive grants, which this year are 18 young people and youth-led organizations from rural and urban centers where HIV/AIDS is hitting hardest, both in developed and developing countries. The awards average $10,000 each and are disbursed in two installments: once at the start of the project, and again after mid-term progress reports are received. All awards are one-year grants and all are eligible for renewals.


Arnold added, “The Foundation’s grants support innovative projects in schools, youth centers, and clubs using radio, TV, print, on-line and personal interactions that reach at-risk youth and protect them from the multiple threats posed by HIV and AIDS. Since it was established in 2005, MTVNI has made 80 awards to young people in 31 countries.”