Nike has signed up famous sports stars including Maria Sharapova to launch its latest viral campaign to fight HIV and AIDS in Africa.
The drive, under the strapline 'Lace Up Save Lives', will include a film featuring a cast of international athletes including Liverpool footballer Javier Mascherano, Chelsea's Didier Drogba and Arsenal's Andrei Arshavin. In the film, which will be available at nikefootball.com, the sports stars lace up one another's shoes. The viral aims to elevate awareness and unite people in the fight against HIV/AIDS in Africa.