RISE x PUMA "New York Is For Lovers" HIV/AIDS Awareness Campaign

A special edition sneaker to raise awareness, fight for change, and erase the stigma of HIV/AIDS.

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PUMA has teamed up with New York retailer RISE to raise HIV/AIDS awareness for World AIDS Day on December 1. Through the “New York Is For Lovers” initiative, the two brands will come together to donate $15,000 USD to benefit amfAR, The Foundation for AIDS Research, and to support the group’s mission in bringing an end to the HIV/AIDS epidemic through pioneering research. Kicking off the campaign is a release of a special edition sneaker that will be unveiled on December 1 at a pop-up store in New York’s SoHo district. “Only through candid conversations about the reality of HIV/AIDS can we hope to stop its spread, and only by constantly re-engaging these difficult discussions can we stop HIV/AIDS from dismantling more lives,” says Chase Ceperano, founder of RISE, whose father died of AIDS-related complications in 1994. Through actively educating and partaking in a sincere discussion of the issue can change genuinely be made, eliminating the stigma of the disease and empowering friends and strangers alike to fight for change. You can see more information on the event below, to be hosted on December 1.

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