Reebok partner with community heavyweights Fight for Peace and acquire LUTA sportswear
Reebok International has announced the acquisition of boxing and martial arts brand, LUTA, and a long-term alliance with Fight for Peace.
Reebok International has announced the acquisition of boxing and martial arts brand, LUTA, and a long-term alliance with Fight for Peace.
Beyond Sport Award regulars, Fight for Peace, use boxing and martial arts combined with education and personal development to realise the potential of young people in communities that suffer from crime and violence.
In May 2011, Dowdney launched LUTA with the purpose of creating quality, high-end, socially responsible sportswear which was developed following consultations with professional athletes, industry-leading sports apparel designers and top performance fabric technicians in order to produce high-performance sportswear. LUTA directly supports Fight for Peace, donating half of its sales profits to the organisation.
Speaking from the Fight for Peace London Academy, Matt O’Toole, President of Reebok, said:
“We are honoured 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.”
Luke Dowdney MBE, Founder of Fight for Peace and LUTA, said:
“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.”
Exact details of the partnership are not being disclosed at this time but at the beginning of 2015, a percentage of sales of selected Reebok products will support Fight for Peace.
We are delighted for the team at Fight for Peace and look forward to watching the heavyweight organisation grow from strength to strength.
BARCLAYS PREMIER LEAGUE WORKS LAUNCHES AT THE EMIRATES
Barclays and the Premier League have launched a jointly funded community scheme that will be rolled out through 20 football clubs across the country.