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Converse and Giles Deacon Launch

converse_mudcloth
converse_mudcloth

“Converse will launch its first global product to support (PRODUCT) RED by launching
an exclusive limited edition Chuck Taylor All Star African Mudcloth shoe. Designed
in collaboration with acclaimed UK designer Giles Deacon and with only 600 pairs
available worldwide – the Converse (RED) Mudcloth shoe is set to be this season’s
most collectable fashion item.”

“Converse And Giles Deacon Debut Chuck Taylor® All Star® African Mudcloth Shoe To
Support (PRODUCT) RED

Converse will launch its first global product to support (PRODUCT) RED by launching
an exclusive limited edition Chuck Taylor All Star African Mudcloth shoe. Designed
in collaboration with acclaimed UK designer Giles Deacon and with only 600 pairs
available worldwide – the Converse (RED) Mudcloth shoe is set to be this season’s
most collectable fashion item.

Converse, in collaboration with Giles Deacon, has designed this unique shoe using
authentic African mudcloth as the canvas with contrasting vibrant color options such
as neon orange, neon yellow or neon pink details. Blending traditional production
methods with modern designs has allowed Deacon to put his sophisticated chic
interpretation on the iconic Chuck Taylor All Star shoe.

African mudcloth utilises the technique of Bologanfini, a centuries old process of
mud dyed cloth of the Bamana people made by hand-weaving and dyeing the cloth with
exotic plant juices, teas and mud. The traditional process creates well-known
geometric patterns and colours, which tell stories, reveal secrets and establish
social status. Each Converse (RED) Mudcloth shoe is a unique work of art designed
to combine fashion and social mindfulness to celebrate and cherish African culture
and creativity.

This is the first in a series of exclusively designed shoes. Every season, Converse
will collaborate with designers, artists, musicians and filmmakers to create limited
edition Converse (RED) shoes on a unique canvas that preserve culture and celebrate
inspiration. Depending on the product sold, anywhere from 5% – 15% of net sales
from Converse (RED) shoes goes directly to the Global Fund.

The Converse (RED) Chuck Taylor All Star African Mudcloth shoe is on sale in the UK
at Selfridges and specialty stores including Offspring and Concept Store at £160.00.
10% of net wholesale sales from the sale of this designer collaboration shoe goes
directly to the Global Fund.

About Converse

Established in 1908, the Converse brand has built a reputation as “America’s
Original Sports Company” ™ and has been associated with a rich heritage of
legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and
the One Star® shoe. Converse was the first basketball shoe to ever make contact
with the court in 1917. Soon after, Converse gained iconic status with the creation
of the Chuck Taylor All Star shoe in 1923, which went unmatched through five decades
of professional basketball. For more information, visit Converse on the web at
www.converse.com.

About (PRODUCT) RED

(RED) is a global initiative created by Bono (U2, singer and activist) and Bobby
Shriver (Chairman of DATA – Debt, AIDS, Trade, Africa). (RED) was set up to deliver
a sustainable flow of private sector money directly to the Global Fund to invest in
AIDS programmes in Africa with an emphasis on the health of women and children.
Companies whose products take on the (RED) mark contribute a portion of profits from
the sale of their product to the Global Fund. Current partners are: American
Express, Converse, Gap and Giorgio Armani.

­About the Global Fund

The Global Fund is the world’s leading funder of programs to fight AIDS,
tuberculosis and malaria. Created in 2002, the Global Fund has committed $4.9
billion to life-saving programs in 131 countries and accounts for a quarter of the
world’s funding for AIDS programs in the developing world (half for malaria and
two-thirds for tuberculosis). Global Fund-financed programs already support nearly
half a million people on AIDS treatment, provide over half a million children
orphaned by AIDS with medical services, education and community care and reach tens
of millions with the knowledge and tools to protect themselves against HIV
infection.

The Global Fund is a public-private partnership, governed by representatives of
governments, the private sector and civil society from all over the world. It
enables countries to design and execute their own programs,

but provides funds only on the basis of proven results. It is a lean institution
with operating costs of less than 3%, ensuring that resources go directly to where
they are needed most. The Global Fund needs additional resources from all sectors to
continue scaling up the support for life-saving work around the world. For more
information about the Global Fund, visit: www.theglobalfund.org
.

FACT SHEET

product red engages big business in the fight against AIDS

* Product RED engages big business to raise awareness and funds for The Global
Fund to help fight AIDS in Africa. We do this by teaming up with iconic brands.
Launch partners are: American Express, Converse, Gap and Giorgio Armani.

* RED is a branding mechanism which companies license to sell RED branded
products to raise funds for the Global Fund. Companies whose products take on the
RED mark make a commitment to contribute a portion of profits from the sales of that
product into Global Fund-financed AIDS programmes, with a focus on women and
children in Africa.

* RED is not a charity or “campaign”. It is an economic initiative that aims
to deliver a sustainable flow of private sector money to the Global Fund.

* RED was created by Bono (U2, singer and activist) and Bobby Shriver
(Chairman of DATA – Debt, AIDS, Trade, Africa). Both also founded DATA in 2002, an
organisation created to put political pressure on world governments to tackle the
key issues surrounding debt, AIDS and trade in Africa.

A WORLDWIDE EMERGENCY

* Every year 3 million people die from AIDS. Of the 40 million people infected
by HIV/AIDS, Africa (which has just over 10% of the world’s population) is home to
60% (25 million). The disease is the leading cause of death in Africa.

* Women comprise the fastest growing population group living with HIV/AIDS in
Sub-Saharan Africa and the result of their illness on children is compelling. Every
time a man or woman is started on anti-retroviral drugs, the survival of children
becomes less precarious.

* An estimated 13 million children in Africa have been orphaned because of
HIV/AIDS already and this number is growing. Almost 2000 children, most of them from
sub-Saharan Africa, are infected with HIV each day.

THE GLOBAL FUND to fight AIDS, TUBERCULOSIS and Malaria

* The Global Fund is the world’s leading funder of programmes to fight AIDS,
tuberculosis and malaria. Created in 2002, the Global Fund has committed over $4.5
billion to life-saving programmes in 130 countries and accounts for a quarter of the
world’s funding for AIDS programmes in the developing world (over half for malaria
and two-thirds for tuberculosis). Global Fund-financed programmes already support
nearly half a million people on AIDS treatment, provide over half a million children
orphaned by AIDS with medical services, education and community care and reach tens
of millions with the knowledge and tools to protect themselves against HIV
infection.

* The Global Fund is a public-private partnership, governed by
representatives of governments, the private sector and civil society from all over
the world. It enables countries to design and execute their own programmes, but
provides funds only on the basis of proven results. It is a lean institution with
operating costs of less than 3%, ensuring that resources go directly to where they
are needed most.

* The Global Fund needs additional resources from all sectors to continue
scaling up the support for life-saving work around the world.” Via SoleRedemption.

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