What can you do with a pair of laces? Tennis sweetheart Maria Sharapova has decided they could be makeshift hairbands, or bundled into a tennis ball; Kobe Bryant laced up to make a hoop; and football premier league rivals Dider Drogba and Andrei Arshavin used them to put aside their differences by lacing each other up. Why the strange, far-out-of-the-box demonstration of lace use? The answer lies in Nike and (RED)’s collaborative project of (PRODUCT)RED laces which has been produced to fight HIV/AIDS in Africa. The profits from the co-branded stark red laces printed with “Lace Up Save Lives” are divided equally between The Global Fund to Fight AIDS, Tuberculosis and Malaria (the organization funds medication for HIV) and a football-based community initiative to promoted education and understanding of HIV/AIDS prevention in Africa. The viral (Nike)RED Lace Up Save Lives video is a combined effort from Nike athletes to bring awareness to the collaborative project. The (NIKE)RED laces are currently available at Nike stores and select retailers, so show your support like Chelsea and Ivory Coast striker and leading global ambassador for (NIKE)RED products, Didier Drogba (he has worn (NIKE)RED laces in Premier League and The African Cup of Nations) , and get your kicks fresh super hero laces that will save lives today; or, if you wish, Sharapova has shown that they make pretty wonderful tennis balls as well.