Nike, Bono, the World Cup and some red laces – is there a problem with that?

John Kim publishes the very insightful and very timely The World Cup and CSR blog. With the official draw taking place a few days ago, I think we are officially in countdown mode to the 2010 football/soccer extravaganza.

John’s latest entry highlights the new fundraising and awareness campaign involving Nike, Bono, and The Global Fund, and one of Nike’s top endorsers, Ivory Coast national and Chelsea superstar Didier Drogba.

As this campaign is built to take advantage of the fact the World Cup will be in Africa, I am curious to see if FIFA does anything to limit any real or perceived ambush marketing that Adidas, the Official Licensee and Supplier of the World Cup, feel may be taking place, in light of the humanitarian effort at the heart of this campaign and Nike’s not-so-subtle influence on the commercial success of world soccer.

You can find John’s post and the links to more information about the campaign at