MTV Networks International and NIKE Announce Fundraising Partnership in the Fight Against HIV and AIDS
29 November, 2007
MTV’S Staying Alive Foundation. 18 Staying Alive Award Winners Announced
HILVERSUM, The Netherlands (29 November 2007) - MTV Networks International (MTVNI) and NIKE, Inc. (NYSE:NKE) today announced the launch of 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 1800GMT, MTVNI and Nike will launch www.ebay.com/mtv_nike, 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 the Nike Dunk (Lows and Highs) 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 Nike Dunks 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 Low, also signed and available for auction by Snoop Dogg, Foo Fighters, Wyclef Jean, Rza from Wu Tang Clan and Will.i.am 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 Georgia Arnold, Executive Director of MTV’s Staying Alive Foundation.
“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,” said Bill Roedy, Vice-Chairman of MTV Networks and a UNAIDS ambassador.
“Nike is honoured to support a program like Staying Alive that encourages youth to actively improve their communities,” said Brent Scrimshaw, VP of Marketing for Nike Europe, Middle East and Africa. “We are also thankful to the artists who chose to participate by designing their own footwear through NIKEiD.com.”
MTVNI also announced today the recipients of Staying Alive grants, which this year are 18 young people and youth-led organizations from rural and urban centres where HIV/AIDS is hitting hardest, both in developed and developing countries. The awards average $10,000 each and are disbursed in two instalments: 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.
“The Foundation’s grants support innovative projects in schools, youth centres, 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,” said Arnold. “Since it was established in 2005, MTVNI has made 80 awards to young people in 31 countries.”
Contacts:
MTV Networks International |
MTV Networks International Holly Stevens +44 20 7478 5613 stevens.holly@mtvne.com |
NIKE, Inc. |
About The Staying Alive Foundation
The Staying Alive Foundation was established by MTVNI in 2005 as a U.S. public charity. MTVNI hosts the Foundation, which is based in New York, and covers its operating expenses allowing for every dollar raised to be channelled directly to The Staying Alive Awards. Twice yearly, the Foundation presents the Awards to recognize innovative projects in schools, youth centres, and clubs, using radio, TV, print and personal interaction to reach at-risk youth and keep them safe from HIV. The Staying Alive Foundation’s mandate to support individuals fighting AIDS on the frontlines is showing extraordinary results as more and more young Award winners become HIV-prevention leaders in their communities. More information about the Staying Alive Foundation and its grantees can be found on the Foundation’s page of the staying-alive.org website.
About MTV Networks International
MTV Networks International includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, TMF (The Music Factory), VIVA, Flux, Paramount Comedy, Comedy Central, Game One and IFILM. MTV Networks' brands are seen globally in 511 million households in 161 countries and 32 languages via 145 locally programmed and operated TV channels and more than 300 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, radio, recorded music, licensing & merchandising and two feature film divisions, MTV Films and Nickelodeon Movies. MTV Networks is a unit of Viacom Inc. (NYSE: VIA, VIA.B).
About Nike
NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; NIKE Bauer Hockey Inc., a leading designer and distributor of hockey equipment; Cole Haan, a leading designer and marketer of luxury shoes, handbags, accessories and coats; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories and Exeter Brands Group LLC, which designs and markets athletic footwear and apparel for the value retail channel. For further information about Nike visit www.nikebiz.com.
