Product Red is a brand licensed to partner companies such as American Express, Apple Inc., Starbucks, Converse, Motorola, Gap, Emporio Armani, Hallmark, Microsoft, and Dell. It is an initiative begun by U2 frontman Bono and Bobby Shriver of DATA to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Bobby Shriver has been announced as the CEO of Product Red, and Bono is an active public spokesperson for the brand.
Product Red states that its main principles are

• To expand opportunities for the people in the continent of Africa.
• To respect its employees and ask its partners to do the same with their employees and the people who help make their products or deliver their services.
• To promote HIV/AIDS awareness policies and practices in the workplace.
• To see the power of a community mobilized for hope, health and progress.
• To ask its partners to uphold the same principles.