Common Laces Up Chucks For A Good Cause
The campaign, entitled "Weapon of Change," will kick off in July and run through September with Common prominently featured in national magazines and billboards in the rapper's hometown of Chicago, Los Angeles and New York City.
"Converse approached me to join the (PRODUCT) RED initiative and affect change. I have always felt my purpose is to do for people," Common explained via a statement.
"Converse and (PRODUCT) RED are about people -- educating and reaching out to people to help humanity. I do this through my music, activism and with people I come into contact with everyday," he continued. "For me, Converse (PRODUCT) RED allows me to help affect change and have an immediate impact on people. Knowing the contributions from this initiative help people who need it makes it incredible because there's no such thing as small change."
Proceeds from Converse (PRODUCT) RED shoes will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.
In related news, Common is gearing up for the release of his seventh album titled Finding Forever. The disc features production from Kanye West, will.i.am, and the late J Dilla as well as guest spots from Dwele, D'Angelo and Bilal, among others. Finding Forever is set to hit stores on July 31.