The US-based athleticwear manufacturer Reebok International has recently acquired the UK-based boxing and martial arts brand LUTA and entered into a long-term partnership deal with a non-profit organization, named Fight for Peace, supported by the London-based label.
Fight for Peace was launched by the LUTA founder Luke Dowdney MBE in Rio de Janeiro in 2000 with the aim to provide an alternative to armed violence and drug trafficking. The organization combines boxing and martial arts with education and personal development, and helps more than 100,000 young people in communities affected by crime and violence.
While speaking on the newly formed partnership with the sportswear brand and the organization, Matt O’Toole, president, Reebok, says, “We are honored to be able to establish this partnership with Fight for Peace and include LUTA within our sporting portfolio. The work Luke and the team have done over the years to help young people who are growing up with tremendous challenges, surrounded by drugs and violence, is remarkable and is something we are looking forward to supporting and expanding so that together we can help even more young people at risk.”
Dowdney also expressed his sentiments in a statement, “Our new partnership with Reebok and its acquisition of LUTA is incredibly exciting for Fight for Peace and its future. Both organizations share a strong belief in the power of fitness and training and the impact it can have on young people’s lives, particularly those at risk of being involved in crime and violence. Working with Reebok allows us to continue to build awareness for Fight for Peace, as well as secure a long-term funding structure for us to develop our international growth and development.”
Founded in 2011, LUTA, which donates half of its sales profits to the organization, specializes in quality, high-end, socially responsible, high-performance sportswear developed in consultation with professional athletes, industry-leading sports apparel designers and top performance fabric technicians.
Headquartered in Canton, Massachusetts, Reebok is the worldwide designer, marketer and distributor of fitness and lifestyle apparels, accessories and equipment. A subsidiary of the Adidas Group, the American-inspired label operates under multiple divisions including Reebok-CCM Hockey and the Sports Licensed Division.
Fight for Peace provides a comprehensive program combining boxing and martial arts, education, personal development, youth leadership and employability support, as well as offers a range of youth support services. The organization directly benefits over 3,000 young people each year in Rio and London, and has now trained over 100 community based organizations in its methodology across 24 countries.
Luke Dowdney was a former amateur boxer and British Universities champion. (PB)
Fibre2fashion News Desk - India