Reebok acquires boxing and martial arts brand
27/11/2014
LUTA was founded in 2011 by Luke Dowdney, a former UK universities boxing champion. He said his was to create quality, high-end, socially responsible sportswear, with half its revenues going to a charity called Fight For Peace.
Mr Dowdney began the Fight For Peace project in Rio de Janeiro in 2000, aiming to attract young people from the city’s Complexo da Marè favelas to take part in boxing, martial arts and other sports rather than risk being caught up in drugs and crime.
Reebok has said it will continue LUTA’s commitment to this cause.
On making the announcement, Reebok president, Matt O’Toole, 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.”
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