Nike’s Global Outreach by Davide Grasso

A leader behind Nike’s marketing and branding for two decades, Davide Grasso wields a sharp understanding of the consumer audience—as well as the brand’s reach. Dedicated to compassion in the global community as well as innovation in the worldwide realm, Grasso shares a bit about how Nike is making a difference below.

A leading brand since the late 70s and currently the top provider of athletic footwear and apparel worldwide, Nike aims to translate its influence into widespread well being as well as the advancement of sports culture. At present, Nike maintains active involvement with the Product Red, a multi-tiered campaign that aims to eradicate AIDS.

Founded and overseen by Bono of U2, Product Red thrives with the assistance of numerous corporate partnerships. Much more than a simple donor-recipient model, the unique program allows companies to design products that will directly benefit The Global Fund to Fight AIDS through a designated portion of profit. Once that money reaches The Global Fund, it helps the charity in its prevention programs, testing centers, medical care facilities, and social services. Unique in its transformation of for-profit transactions into impactful social outreach, Product Red stands one of the largest donors to The Global Fund. In addition to Nike, Product Red thrives with the help of prominent brands including Gap, Emporio Armani, Hallmark, Starbucks, Apple, Converse, Penguin Classics, and Dell. Together, these corporate brands send a positive message to both consumers and communities in need. Since its establishment in 2006, Product Red continues to form more partnerships and engage more of the world in fighting AIDS.