By Allison Watkinson
TLL Reporter
Authentic Brands Group and Global Citizen have launched their co-branded Take Action campaign to raise awareness for global poverty.
The co-branded four-year Take Action partnership between Authentic Brands and Global Citizen was initially announced earlier this year.
The charitable initiative will appear across a series of co-branded product collections, marketing activations and donation round-up programs featuring brands from Authentic’s portfolio.
“We are thrilled to unveil Take Action, our exclusive collaboration and the red thread that runs through all aspects of our partnership with Global Citizen,” said Authentic Brands EVP, Natasha Fishman. “Take Action collaborations will drive awareness towards brand purpose and Global Citizen’s mission to end extreme poverty NOW. 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.”
Reebok will be the first of Authentic’s brands to launch a Take Action product collaboration. The exclusive Take Action capsule will feature Reebok footwear, apparel and accessories for adults.
Authentic Brands Working With Global Citizen to End Extreme Poverty
Reebok executive, Portia Blunt, will be giving additional information on the Reebok x Take Action capsule collection at the Global Citizen NOW action summit on April 28, 2023.
“Through our partnership with Authentic and the creation of the Take Action brand mark, Global Citizen will reach new audiences and encourage them to Take Action on the most urgent issues our world is facing,” said Global Citizen president, Liza Henshaw. “We look forward to launching our first product collaboration with Reebok later this year.”
Global Citizen is an international advocacy organization that focuses on reducing extreme poverty across the globe. Over the past 10 years, the organization has aided over a billion people worldwide through its charitable initiatives.
The Global Citizen NOW action summit will take place over two-day in New York City.
The summit will include announcements on the organization’s future policy initiatives, in addition to panels led by artists, influencers, corporate executives, and political leaders.
Reebok x Take Action is scheduled for release in October 2023 at Reebok stores, major retailers, the Reebok e-commerce platform, and the Global Citizen website.
The Reebok capsule collection will be followed by collaborations from additional brands in ABG’s portfolio including Aéropostale, Nautica and Lucky Brand.