 It is licensed to partner companies including Nike, American Express (UK), Apple Inc., The Coca-Cola Company, Starbucks, Converse, Electronic Arts, Primark, Head, Buckaroo, Penguin Classics (UK & International), Gap, Armani, Hallmark (US), SAP, Beats Electronics, and Supercell.The concept was founded in 2006 by U2 frontman and activist Bono, together with Bobby Shriver of the One Campaign and DATA.The Global Fund to Fight AIDS, Tuberculosis and Malaria is the recipient of Product Red's money.