About 8 weeks ago RISE offered up Part One of our partnership alongside PUMA and amfAR. Launching "New York Is For Lovers", with more than 1.5 million HIV/AIDS related deaths each year, you can only imagine the number of family members and friends who are left to mourn every loss. Those are the folks RISE been fortunate enough to connect with and speak to throughout this process. Those amazing people and I share a very visceral connection. That is why PUMA and RISE created "Lost Ones". Not only to show our continued support in fighting HIV/AIDS, but also to acknowledge and pay respect to the families and friends of those who are no longer with us. RISE for PUMA “Lost Ones is a highly limited global exclusive, set to release February 6th at RISE.