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Reebok Acquires Clothing Brand Luta As Part Of Fight For Peace Partnership

Reebok has partnered with Fight for Peace, "acquiring its fashion brand Luta in the process, as part of its latest drive to establish itself as a socially responsible" organization, according to Jennifer Faull of THE DRUM. Fight for Peace was established by Luke Dowdney in Rio de Janeiro and London and "combines boxing and martial arts training with education and personal development in an effort to help young people in communities affected by crime and violence." Meanwhile, the Luta clothing brand was "set up to directly support Fight for Peace, donating half of its sales profits" to the organization. Reebok President Matt O'Toole declined to comment on "how much has been invested, but the Luta brand will continue as a standalone operation -- although the future of the e-commerce site is unclear -- and continue to dedicate half of its profits to the charity" (THE DRUM, 11/25).

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