June 19, 2006
By Jim Edwards
NEW YORK -- Motorola, The Gap, Emporio Armani, Nike's Converse and American Express will jointly launch a new brand in the U.S. covering a range of their products in conjunction with U2 singer Bono in the fall.
A portion of the sales of the brand, Red, will benefit The Global Fund to Fight AIDS, tuberculosis and malaria.
The launch combines two unusual elements: It features a range of differing companies employing the same brand; and although it benefits a charity, it is a for-profit effort, so companies will have an incentive to make Red products (and the aid they generate) permanent."