(30 November 2007 3:25 pm)

MUMBAI:MTV Networks International (MTVNI) and Nike have announced the launch of a global online celebrity auction as their first ever partnership to raise money for HIV and AIDS education and prevention work.

On 6 December at 1800 GMT, MTVNI and Nike will launch www.ebay.com/mtv_nike, where members of the public will be able to bid for NikeID footwear designed or autographed by some of the world's biggest artists.

The auction will last seven days and all money raised will go towards MTV's Staying Alive Foundation, which provides grants to young people and youth-led organisations engaged in grassroots HIV and AIDS prevention work. The launch event will take place at NikeTown in London's Oxford Circus on 6 December.

Snoop Dogg, Craig David, Shaggy, and Kelly Rowland all designed Nike Dunk Lows and added personal touches using the NikeID studio at this year's MTV Europe Music Awards, held in Munich on 1 November. Only two pairs of these unique Dunk Lows will be made - for the artist who designed them and the winner of the auction.

In addition, Nike have produced limited edition pairs of Staying Alive branded Dunk Lows, also signed and available for auction by Snoop Dogg, Foo Fighters, Wyclef Jean, Rza from Wu Tang Clan and Will.i.am from The Black Eyed Peas, amongst others.

"MTV and Nike both have strong connections to young people. Working together, we can use our brands to help educate about the dangers of HIV and AIDS and the importance of prevention. It's young people who are most at risk from HIV and AIDS, but it's young people who are able to show leadership in the fight against AIDS," said MTV's Staying Alive Foundation executive director Georgia Arnold.

"Nike is honoured to support a program like Staying Alive that encourages youth to actively improve their communities," said Nike Europe, Middle East and Africa VP marketing Brent Scrimshaw. "We are also thankful to the artists who chose to participate by designing their own footwear through NikeID.com."