Nike is donating the net proceeds from the sale of (NIKE)RED laces to help deliver life-saving assistance throughout Africa where 22 million people suffer from HIV/AIDS. Just by buying a pair of shoelaces, you can save someone’s life.

Marathon world record holder, Paula Radcliffe chose to be the face of the (NIKE)RED campaign for Nike Running. We interviewed her about her reasons for supporting (RED). Here’s what she had to say.

Q: What motivated you to get involved with (NIKE)RED?
Paula: With more than 3,800 dying every day in sub-Saharan Africa, HIV/AIDS is more than an epidemic. It is a global pandemic. As a citizen of this world, I cannot turn a blind eye to the suffering that is caused by this preventable, treatable disease. I wanted to help out in whatever way possible.

Q: How does (NIKE)RED help fight HIV/AIDS in Africa?
Paula: Half the proceeds from (NIKE)RED laces support community sports-based programs that help youth make better decisions regarding HIV/AIDS. The other half of the proceeds go to the Global Fund to help people affected by HIV/AIDS in Africa. The Global Fund provides access to education, nutrition, counseling, medical services, and the two pills a day people with HIV/AIDS need to stay alive. Programs supported by the Global Fund have already prevented more than 4.9 million deaths.

Q: How can groups like (NIKE)RED help raise awareness about HIV/AIDS in Africa?
Paula: A company like Nike has the wherewithal to bring this crisis to a global audience. Through (NIKE)Red and other (RED) branded products, we all have the ability to positively impact the lives of men, women and children in Africa.

Q: What can a runner do to support (NIKE)RED?
Paula: When you buy (RED), you save lives. That’s why I urge all runners to purchase and wear (NIKE)RED laces. Runners can also help spread awareness by pledging their miles to (RED) in the Race for (RED) Nike+ challenge.

There is a crisis but there is also a solution. If we all lace up, we can save lives.

Purchase the laces

Join the Race for (RED) challenge on Nike+