Bono and Bobby Shriver Launch (RED)(TM) in the U.S.

Gap, Motorola, Converse, Giorgio Armani, Apple and MTV Networks Join Forces

to Launch Massive Product, Retail, Marketing and Online Campaigns Designed

to Eliminate AIDS in Africa

Oct 13, 2006, 01:00 ET from (RED)

    LOS ANGELES, Oct. 13 /PRNewswire/ -- 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
     (Photo: )
     "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(TM) 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 In stores, the Gap
 (PRODUCT) RED collection will be displayed in a distinct shop-in-shop RED
     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 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
     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, or
     * CONVERSE - The Converse (PRODUCT) RED Collection includes four
 exclusive, limited edition shoes designed by acclaimed U.K. designer Giles
 Deacon, featuring a Chuck Taylor(R) All Star(R) Hi ($100), Jack Purcell(R)
 ($100), One Star(R) Mid ($120) and Weapon(R) ($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, 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 jewellery
 in Spring 2007.
     On November 16, Emporio Armani (PRODUCT) RED products will be available
 in all 124 Emporio Armani stores throughout the world, each featuring a
 (PRODUCT) RED-themed window and significant point-of-sale support. An
 online micro-site at 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
 ( 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 continue their tremendous initiatives
 in the UK.
     About Gap
     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 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
     About Motorola
     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
     About Converse
     Established in 1908, the Converse brand has built a reputation as
 "America's Original Sports Company"(TM) and has been associated with a rich
 heritage of legendary shoes such as the Chuck Taylor(R) All Star(R) shoe,
 the Jack Purcell(R) shoe and the One Star(R) 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
     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 Prive, 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.
     About Apple
     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,, 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
 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. is the first media sponsor in the United Kingdom.
     How Funding Works
     A portion of sales or profits from the sale of (PRODUCT) RED products
 will support Global Fund-financed programs which positively impact the
 lives of women and children affected by HIV/AIDS in Africa. These include
 programs in countries such as Rwanda, which has a proven track record and
 ambitious targets. For example, in the past two years, Rwanda has increased
 the number of people receiving treatments for HIV/AIDS ten-fold.
     Each program highlighted by (RED) will be selected based on the
 following Global Fund criteria:
      -- The grant's activities are related to HIV/AIDS treatment, care and
         prevention and focus on women and children in Africa
      -- The program is performing well as evidenced by progress reports and a
         mid-program performance review
      -- The program's principal recipient is providing progress reports and
         making disbursement requests to the Global Fund on time
      -- The Global Fund Secretariat has been approving disbursement requests,
         based on Local Fund Agent (professional consultants') recommendations
         to the Secretariat