Reebok announces Fight For Peace partnership as it moves from function to purpose

Global fitness brand Reebok has enjoyed sales success by focusing on fitness, but is now looking to add brand purpose through a long-term partnership with non-profit organization Fight For Peace.

The Adidas-owned brand has acquired LUTA Sportswear, a London-based boxing brand that gives half its profits to sports and education projects for young people in communities affected by crime and violence.

LUTA is owned by Fight For Peace, which uses boxing and martial arts to promote personal development in these communities.

Matt O’Toole, Reebok brand president told Marketing Week, “We’re pleased to be working with an organisation with similar values to ours.

“It’s about finding a connection to a deeper purpose – the idea that training and fitness can really transform your life.”

In 2012, Reebok transformed its brand positioning to be about fitness rather than targeted towards elite athletes.

Sales have since picked up, with Reebok growing by 7% in the third quarter of this financial year, driven by sales in the fitness training, walking and fitness running categories.

O’Toole says the brand positioning is consistent with the idea that through an active lifestyle people can reach their full potential.

“To me it’s the perfect representation of our symbol, which is the idea of transformation and change,” O’Toole says. “Our goal is to continue Fight For Peace’s work by getting more kids into the gym.

“The Reebok Foundation has been going for over 25 years supporting similar causes around the world. This is a powerful partnership and we’re very excited about it.”

O’Toole declined to comment on recent rumours that the Reebok brand may be sold off.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here