This ad is from 1994 shows a newborn&rsquo;s birth certificate stamped &ldquo;HIV Positive.&rdquo; CEO Kenneth Cole says, &ldquo;<em>People are desensitized to media coverage of AIDS. We are trying to bring attention to the cause. I don&rsquo;t believe it hurts sales, but I honestly don&rsquo;t know if it helps.</em>&rdquo;