The brand has also confirmed a long-term partnership with Fight for Peace, a non-profit organisation that combines boxing and martial arts with education and personal development and has helped more than 100,000 young people in communities affected by crime and violence.
Fight for Peace and LUTA were founded by Luke Dowdney MBE, a former amateur boxer and British universities champion, who used the sport as a means to work with young people from Complexo da Maré, a complex of 17 favelas in Rio de Janeiro, Brazil, where the project began in 2000.
Fight for Peace opened a London Academy in 2007 and has satellite projects around the world.
The scheme directly benefits over 3,000 young people each year in Rio and London and has trained over 100 community-based organisations in its methodology across 24 countries.
In May 2011 Dowdney launched LUTA in order to create a range of socially responsible sportswear
The brand directly supports Fight for Peace, donating half of its profit from sales to the organisation.
“Our new partnership with Reebok and its acquisition of LUTA is incredibly exciting for Fight for Peace and its future,” Dowdney says.
“Both organisations 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.”
