LUTA Sportswear (Reebok)

LUTA Sportswear gives half its profits to sports and education projects for young people in communities affected by crime & violence. Born in the favelas of Rio de Janeiro, LUTA is a new sportswear and lifestyle clothing brand that brings together performance, favela street style and a genuine social mission. After ten years of coaching young boxers in the favelas of Rio de Janeiro, Fight for Peace’s founder, Luke Dowdney, was inspired to join forces with some of the best sports apparel designers and performance fabric technicians to launch LUTA. “I founded LUTA for three reasons. First, I felt there was a need for really advanced performance fightwear and trainingwear designed by fighters for fighters and those who are serious about getting fighting fit. Second, I wanted to pay homage to the positive energy in the favelas and the Real Strength I’d witnessed training young champions there since 2000. The Brazilian Portuguese word ‘luta’ means to fight, to struggle, to never give up, and that’s what LUTA is all about. Third, I wanted to support those young champions, and others like them around the world in communities that suffer from crime and violence, by providing Fight for Peace with a profit share in the company. Over-polished stories of sports celebrity are everywhere, LUTA is about a real story of real strength.”