Important note: Information in this article was accurate in 2008. The state of the art may have changed since the publication date.
Sunday Times (Johannesburg) - December 19, 2008
Claire Keeton
Seven Mamelodi Sundowns players and the coach pitched up at the Nike store at Menlyn Shopping Mall in Pretoria recently to support its HIV awareness drive (subs: Nov 29 ahead of World Aids Day).
Mammuso Makhanya, corporate responsibility manager at Nike SA, said that about 350 shoppers joined the Sundowns stars, who were handing out Durex condoms, playing cards decorated with HIV messages and signing leaflets.
The sportswear giant intentionally harnesses its iconic brand to raise HIV awareness -- most memorably through its powerful 'Life is not a game, wear a condom' campaign launched three years ago.
This year the Global Business Coalition on HIV/Aids, TB and Malaria commended Nike SA in its 'Core Competency' category at its annual awards for business excellence in New York, where the guest of honour was Ban Ki-Moon, Secretary General of the United Nations.
GBC knowledge, evaluation and performance manager, Shuma Panse, said: "They run an excellent programme. This award is for companies who use their central business in the fight against HIV.
"Nike SA is using the appeal of local sports figures and its marketing to fight against HIV. That is exactly what we are looking for."
Nike, for instance, enlisted Kaizer Chiefs players to join the first day in Soweto of the 15-day Sports Heroes' Walk Against Aids 2008, for which Nike is one of the main donors.
Eleven top athletes took part in the 7th Walk Against Aids - 1157km from Johannesburg to Kimberley - and were escorted for the first time by a mobile HIV-testing clinic.
Makhanya said that members of the public along the way welcomed the opportunity of free HIV testing with the Right to Care clinic.
Kaizer Chief star Jimmy Tau joined the final day of the walk into Kimberley on World Aids Day, December 1, and was mobbed by fans.
Also on World Aids Day Nike, which is a leading member of the SA Business Coalition Against HIV/Aids, observed the voluntary work stoppage at noon. Prior to this event it held an HIV testing day on site that reached more than 95% of its staff.
Nike also partners with Right to Care (RTC) to offer HIV testing at sporting events.
Nike CEO Davide Cardarelli said that 76 people tested at the Orange Farm Race in March this year, which was the first time this service was offered.
"People queued in the rain to get tested," he said. "In November we hosted the second RTC at Maponya Mall in Soweto and had 122 people visiting the voluntary counselling and testing."
Nike has initiatives targeting young people in communities, and its Kick-AIDS programme reaches about 10000 learners in schools and about 3500 educators in communities every year.
Cardarelli said: "HIV/AIDS is a business issue not only because it affects our employees, workplace and productivity, but also because the workplace has a vital role in the wider struggle to limit the spread and effects of this devastating disease."
The CSI Handbook by ethical research company Trialogue, stated in its 10th edition in 2007 that: "Five years ago companies reported spending just over half of their CSI health expenditure on HIV/Aids, a figure that has steadily increased and stabilised above 70% in the last two years."
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