This year’s ride coincided with the recently established National HIV Awareness Month.
Kiehl’s, a New York-based purveyor of skin and hair care products, continues to partnership with amfAR to raise funds and awareness for AIDS research. Kiehls’ LifeRide for amfAR is a multi-day, multi-stop motorcycle ride with eight public-celebration stops along the way. The ride is expected to raise $115,000 via events, social media and product sales.
The 2012 Kiehl’s LifeRide for amfAR rides with the support of EagleRider Motorcycles (providing motorcycles and equipment for the participants and a traveling support crew), Ruby Helmets, AriZona Beverages, Zodiac Watches and more.
Chris Salgardo, president of Kiehl's USA, leads the ride with Kevin Robert Frost, CEO of amfAR, and will be joined by well-known motorcycle enthusiasts riding to fight against HIV/AIDS, including actors John Corbett, Tricia Helfer, Katee Sackhoff, Tyson Beckford, Teddy Sears, Christopher Redman, Marguerite Moreau and Grant Reynolds; tattoo artist Ami James, photographer Timothy White, custom motorcycle builder Paul Cox, artist Conrad Leach and more.
Along the ride, stops are planned at various Kiehl’s and EagleRider locations. Each store will offer a celebration discount of 15 percent off all purchases the day of the event and the day after. Other activities along the way include an urban picnic in Miami by Robyn Almodovar of FOX’s Hell’s Kitchen; an Atlanta celebration event hosted by Ed Roland of Collective Soul; and a group of D.C.’s finest chefs will provide motorcycle-inspired cuisine for guests on July 20. Members of the public are encouraged to come out and meet the riders and learn more about amfAR. Also scheduled for a July 20 appearance is amfAR’s Global Fundraising Chairman, Sharon Stone.
Kiehl’s LifeRide finale takes place at amfAR & GBCHealth’s Together to End AIDS Gala on July 21 in Washington, D.C., just before the start of the International AIDS Conference (July 22-27). Among the activities taking place in D.C. during this time is Quilt 2012, the first time the AIDS Memorial Quilt will be displayed in its entirety, all 48,000 panels, throughout Washington, D.C. At each stop along the ride, the public will be invited to join the cause and sign a Kiehl’s quilt panel that will be added to the AIDS memorial quilt.
Join LifeRide or support the riders and amfAR via Facebook and Twitter. Kiehl’s is also offering the Limited Edition Active Lifestyle Essentials Kit, from which 100 percent of Kiehl’s net profits up to $25,000 will benefit amfAR.
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