Nike is here again to remind the whole world of its “Lace Up Save Lives” charitable campaign launched in collaboration with the (RED) foundation last year. The social project is focused on bringing positive changes to the deprived communities of Africa by providing vital medication to local people with HIV and educating Africa’s younger generation to stop the spread of AIDS. In the new video of the Nike’s (RED) campaign, the brand showcases an around-the-world relay race, which was arranged to add fuel to the movement.

Among the first additions to the massive campaign was a light-hearted video, launched in February, where Didier Drogba, Andrei Arshavin, Clint Dempsey, Denilson, Marco Materazzi, Javier Mascherano, Fabio Cannavaro along with Maria Sharapova and Kobe Bryant were playing with the special red shoelaces in the most unconventional and funny way—all to support the new initiative.

In June, the brand has unveiled a new ‘futuristic’ video featuring Kobe Bryant about the world without this disease and encouraged Twitter users to write the themed tweets with a #EndAIDS hashtag to help spread the word.

With all these wonderful (RED) projects in store, Nike just couldn’t go small with the next one. Several days ago the brand released a short inspirational documentary, directed by Kai Regan and filmed in 5 greatest cities of the world, New York, Paris, Milan, London and Berlin. The visual story features teams of runners, bikers and skaters from different countries, who embarked on a journey of 120 consecutive hours to help raise awareness of the disease and inspire viewers to contribute by purchasing the laces (the nearest one can be found with the help of a Store Locator). The Nike’s (RED) tour around the world is «a way to do something different that makes a difference» as stated by the voiceover in the beginning of the video.

The (RED) movement was also supported by a range of global brands, including Starbucks, which actually was the first big company to start spreading the idea, and so far has launched several dedicated activities, with the international interactive projects “Let the World Sing” and «Create Your RED Collage» among them.

For more photos and videos on the new phase of Nike (RED) «Lace UP Save Lives» campaign, go to the TiedTogether2010 website.