The mark and the brand partners that Authentic Brands Group will collaborate with for its Global Citizen programme have been determined.
In order to encourage customers to utilise their purchasing power to affect change, the brand development and marketing firm has partnered with Global Citizen, the largest international advocacy organisation, as previously reported. A variety of co-branded items, marketing initiatives, and donation round-up programmes will be part of the Take Action campaign. The co-branded products will donate a portion of the sales price to Global Citizen.
“When consumers purchase items featuring the Take Action mark, they will know they are supporting positive global impact and are encouraged to become a global citizen,” said Natasha Fishman, chief communications officer and executive vice president of marketing for Authentic.
Reebok from Authentic will come first, then Aéropostale, Nautica, and Lucky Brand from the same business. Co-branded footwear, clothing, and accessories for men and women are part of the Reebok x Take Action capsule collection. In addition to a few retailers, the collection will debut in Reebok stores and online in October.
Portia Blunt, Reebok’s vice president of global apparel, will discuss the capsule at the Global Citizen Now action summit on Friday in New York in an effort to raise awareness of the project.
The main goal of Global Citizen is to eradicate extreme poverty worldwide. The organisation has invested US $ 41 billion across various platforms over the last ten years, changing the lives of more than 1.15 billion people. The nonprofit was founded in Australia in 2008. The agreement with Authentic is valid through 2026.
