(RED)

What (RED) does

(RED) is a US-based nonprofit organization founded in 2006 by Bono and Bobby Shriver at the World Economic Forum in Davos, organized as a division of The ONE Campaign under Section 501(c)(3). Its stated mission is to mobilize private-sector capital to fight AIDS by licensing its registered (RED) trademark to consumer-facing brands that produce co-branded products and donate a share of proceeds (or fixed amounts per unit) to the Global Fund to Fight AIDS, Tuberculosis and Malaria. Since 2006 the organization reports generating over $800M for the Global Fund and impacting more than 350 million people through HIV programs in eight countries.

The product surface is not built by (RED) itself; rather, (RED) curates and licenses a portfolio of partner-developed goods spanning consumer electronics (Apple Watch bands, Beats), fashion (Louis Vuitton, Balmain, AHLEM eyewear, La DoubleJ, Hypothesis scrubs), transportation (Fiat electric vehicles, Vespa Elettrica scooters, woom children's bikes, Bandit9 limited-edition motorcycles), food and beverage (Lobos 1707 tequila, Onyx coffee, oHHo CBD products), and home goods (T-Fal cookware and air fryers, Kohler, Smiley/LOQI bags). Contribution mechanics vary widely: some partners donate a percentage of net proceeds (3% to 100%), others commit fixed amounts per unit ($100 per woom bike, $100 per Vespa Elettrica, $14,000 per Bandit9 EVE x RED) or one-time minimums ($20,000 Onyx, $250,000 T-Fal). Underlying technology is not part of (RED)'s offering; distribution flows entirely through partner-controlled channels including Amazon Store, brand websites, and physical retail.

Commercially, (RED) operates a licensing and brand-partnership GTM. Two customer segments are served: socially conscious consumers who buy co-branded products and generate donations at point of sale, and global corporations (Apple, Bank of America, Salesforce, Roche, Mercedes, Sanofi, Qualcomm) seeking authentic CSR differentiation. Marketing leverages a multi-channel mix across social platforms (Instagram, TikTok, X, Threads, Facebook, YouTube, Snapchat, LinkedIn), the (RED)ITORIAL content platform, the (RED) Talks podcast/video series, and event presence at Davos. Because (RED) is a nonprofit, revenue is best understood as gross funds raised and passed through to the Global Fund, rather than retained top-line earnings.

Name

(RED)

Legal name

(RED)

Website

https://red.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

(RED) is a 501(c)(3) nonprofit founded in 2006 by Bono and Bobby Shriver that licenses its trademark to 30+ global brands, directing a share of proceeds from co-branded products to the Global Fund to fight AIDS.

Ownership category

akta.pro rank

Product category

Global Health Nonprofit Fundraising

NAICS

Voluntary Health Organizations (813212), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Global Health Financing Mechanisms & Pooled Funds (HLAJAOAC)

akta.pro secondary industry

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• AIDS fundraising partnerships
• Brand licensing charity
• Global health advocacy
• Nonprofit brand collaboration
• Social impact products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Product Partnership Revenue: (RED) generates funds through licensing its brand to partner companies. Partners create (RED) products (Apple Watch bands, Fiat cars, Louis Vuitton accessories, etc.) and donate a portion of proceeds to the Global Fund. Contribution percentages vary by partner (e.g., 100% of some product proceeds, 10% from Vespa accessories, $100 per woom bike sold).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

(RED) is a nonprofit organization that licenses its brand to iconic global companies who create co-branded (RED) and (PRODUCT)RED products. Partner brands develop, manufacture, and distribute the products, donating a portion of proceeds (varying by partner, e.g., 10% from Vespa accessories, 40% from AHLEM, 100% from select La DoubleJ items) to the Global Fund to fight AIDS. All proceeds raised go directly to the Global Fund to support HIV/AIDS programs.

Product overview

(RED) is a charitable organization that partners with the world's most iconic brands to create co-branded products that raise money for the Global Fund to fight AIDS. The product portfolio includes fashion accessories (sunglasses, clothing, bags), consumer electronics (Apple Watch bands), food and beverage (tequila, coffee, seltzers), transportation (Vespa scooters, Fiat cars, children's bikes, motorcycles), home goods (T-Fal cookware and air fryers), wellness products (skincare, CBD products), and entertainment (golf putters). Each product is co-designed with partner brands, with varying donation structures (percentage of proceeds, fixed amounts, or lump sum commitments) going to support (RED)'s mission. The organization has generated over $800 million for the Global Fund since 2006, helping more than 350 million people through life-saving HIV programs.

Differentiator

Problem solved

Functional benefit

Brands

• (RED)ITORIAL: (RED)'s editorial platform featuring news, stories, and impact reports about the organization's work and partnerships.
• (RED) Talks
• GENERATION (RED)
• (RED) Fellowship Program
• (RED) Future Fellows Network

Quantifiable outcome

• $800M+ raised for Global Fund since 2006
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

31 partnerships are on record, tiered flagship, core and minor.

• AppleflagshipStrategic or Co-development PartnerApple creates (PRODUCT)RED products including Apple Watch bands and accessories. A portion of proceeds from every (PRODUCT)RED purchase goes to the Global Fund to fight AIDS. Apple has contributed over $270 million since 2006 and ran a $3M Apple Pay campaign in 2025.
• Bank of AmericacoreStrategic or Co-development PartnerLong-standing partner since 2014, supporting (RED)'s mission through various initiatives and product collaborations.
• FiatcoreStrategic or Co-development PartnerFiat creates (RED) branded vehicles including Fiat 600e RED and Fiat Grande Panda RED, with $100 USD from each vehicle going to the Global Fund.
• Louis VuittonflagshipStrategic or Co-development PartnerLuxury fashion house creating (RED) branded products to support the Global Fund.
• RochecoreStrategic or Co-development PartnerRoche partners with (RED) through diagnostics and healthcare initiatives. Featured in (RED) Talks discussions on diagnostics importance. Managing Director for Roche South Africa participates in (RED) events.
• SalesforcecoreStrategic or Co-development PartnerTechnology company partnership supporting (RED)'s mission through product collaborations.
• VespacoreStrategic or Co-development PartnerVespa creates (RED) branded electric scooters and accessories. 10% from every (VESPA)RED accessory and $100 from each (VESPA)RED Elettrica goes to the Global Fund.
• woomcoreStrategic or Co-development PartnerChildren's bike manufacturer with $100,000 commitment supporting (RED)'s efforts to bring life-saving healthcare programs to children in communities most in need.
• Lobos 1707coreStrategic or Co-development PartnerTequila brand creating (RED) branded Lobos 1707 Reposado Tequila. Won Best-in-Class and Double Gold at San Francisco World Spirits Competition.
• Beats by DrecoreStrategic or Co-development PartnerAudio products brand creating (RED) branded headphones and accessories.
• The Global FundflagshipStrategic or Co-development PartnerThe sole recipient of (RED) fundraising. The Global Fund is the world's largest funder of programs fighting HIV/AIDS, Tuberculosis, and Malaria. Since 2002, has disbursed over $65 billion. (RED) was established in 2006 with sole goal of mobilizing private sector dollars for the Global Fund.
• ONE CampaigncoreStrategic or Co-development Partner(RED) is a division of The ONE Campaign, a global organization working to end injustice. ONE provides campaigning expertise and advocacy support.
• Qualcomm/SnapdragonflagshipStrategic or Co-development PartnerCollaboration announced at Davos 2026 where (RED) appears on Manchester United shirt front for two league games, thanks to Snapdragon.
• Manchester UnitedflagshipStrategic or Co-development PartnerYear Two of collaboration where (RED) branding appears on the front of the iconic Manchester United shirt for two league games.
• T-FalcoreStrategic or Co-development PartnerCookware brand with $250,000 commitment to the Fund For The Global Fund through (RED) partnership, including various cookware and air fryer products.
• GileadcoreStrategic or Co-development PartnerPharmaceutical company partnership supporting (RED)'s AIDS fight mission.
• MerckcoreStrategic or Co-development PartnerPharmaceutical company partnership supporting global health initiatives.
• Sanofi/Foundation ScoreStrategic or Co-development PartnerFoundation S: The Sanofi Collective partners with (RED) on climate and health initiatives. Sandrine Bouttier-Stref participated in (RED) Talks at Davos 2026.
• BalmaincoreStrategic or Co-development PartnerLuxury fashion house creating (RED) branded fashion products.
• Bandit9minorStrategic or Co-development PartnerMotorcycle brand creating limited edition EVE x (RED) motorcycles. Only 9 pieces will be made, with $14,000 per motorcycle donated to (RED).
• SmileycoreStrategic or Co-development PartnerSmiley Company partnership creating (SMILEY)RED products with 25% of purchase price donated to (RED) for global health initiatives.
• oHHominorStrategic or Co-development PartnerWellness brand creating (RED) branded CBD/THC products including CBNight bars, seltzers, and gummies with 20% of each purchase going to (RED).
• OnyxminorStrategic or Co-development PartnerCoffee brand with 7.5% of net profits from (RED) products going to (RED), with $20,000 minimum campaign pledge.
• RunnercoreStrategic or Co-development PartnerGolf putter brand creating (RUNNER)RED Blade Putter. First putter designed to adapt to user's stroke, feel, and natural motion.
• HypothesisminorStrategic or Co-development PartnerMedical wear brand creating (RED) branded scrubs and healthcare apparel with 3% of every purchase supporting (RED).
• AHLEMminorStrategic or Co-development PartnerEyewear brand with (AHLEM)RED sunglasses. Committed to contribute 40% of net proceeds to (RED).
• La DoubleJminorStrategic or Co-development PartnerFashion brand creating (RED) branded clothing including Better Than Your Boyfriend's Shirt with 100% of proceeds donated.
• Basics By: MychalminorStrategic or Co-development PartnerSkincare brand with 50% of purchase price from each (RED) product going to (RED).
• IQVIAminorStrategic or Co-development PartnerHealthcare data and technology company partnership supporting (RED)'s mission.
• KohlerminorStrategic or Co-development PartnerKitchen and bath products brand with (RED) branded products.
• SantanderminorStrategic or Co-development PartnerFinancial services partnership supporting (RED)'s mission.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• ONE Campaign: (RED) is a 501(c)(3) division of the ONE Campaign — same parent governance, same NYC base, overlapping mission to mobilize private-sector dollars against extreme poverty and global health crises. Most direct institutional twin.
• The Global Fund to Fight AIDS, Tuberculosis and Malaria: Sole recipient of every dollar (RED) raises; parallel mission to fight AIDS with $65B+ disbursed since 2002. Operates the downstream grant-making apparatus that (RED) finances, with their financial flows directly coupled.
• Susan G. Komen: Pioneer of cause-branded merchandise licensing ("pink ribbon" product partnerships). Same model as (RED): trademark-licensed co-branded SKUs whose sale generates donations to the underlying cause. Most structurally analogous peer to (RED).
• charity: water: NYC-based nonprofit that built a modern brand around transparent, design-forward fundraising (100% model, public project tracking). Comparable to (RED) in leveraging strong creative brand and millennial donor engagement for a vertical cause (clean water vs. AIDS).
• TOMS: Original "one-for-one" cause-marketing consumer brand — every purchase triggers a donation. Direct conceptual parallel to (RED)'s brand-license model: embedding a charitable contribution into a co-branded purchase transaction.
• Warby Parker: B-Corp premium consumer brand built on "Buy a Pair, Give a Pair" cause-marketing — structurally the for-profit mirror of (RED)'s licensing-activates-donation logic. Comparable in marrying premium positioning with social-impact embedded in transaction.
• The Nature Conservancy: Large environmental nonprofit with a mature corporate cause-marketing platform (licensed co-branded products with REI, Patagonia-adjacent brands). Most analogous nonprofit peer to (RED) outside global health, sharing brand-licensing-for-cause DNA.

Broad incumbents

• UNICEF USA: Long-standing global health nonprofit with a similarly mature corporate-cause-marketing program (e.g., UNICEF Tap Project, kid-powered partnerships with H&M, Target, Pier 1). Operates at vastly larger scale but shares the licensing-for-fundraising model with (RED).
• Bill & Melinda Gates Foundation: Largest private global-health funder; co-finances the Global Fund that (RED) feeds. Operates upstream of (RED)'s mission and competes for the same corporate co-funding mind-share in HIV/AIDS programming.

Emerging players

• Bombas: Apparel brand donating one item per item sold to homeless shelters. Smaller scale than (RED) partners but applies the same donation-per-transaction mechanism in a different consumer category (basic apparel vs. premium brands).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Red
• YouTubeyoutube.com/user/joinred
• Facebookfacebook.com/joinred
• LinkedInlinkedin.com/company/-red-
• Instagraminstagram.com/RED
• TikToktiktok.com/@red

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about (RED)