LONDON —Reebok International, the athletic brand that’s part of Adidas Group, said Tuesday that it had acquired London-based Luta Sportswear, a boxing and martial arts brand. Reebok didn’t disclose the price it paid for the firm.
Reebok has also entered into a long-term alliance with Fight for Peace, a non-profit organization that Luta’s founder Luke Dowdney started in 2000. The organization stages boxing and martial arts projects in Brazil and London, with the aim of engaging young people in communities that suffer from crime and violence. Luta, which Dowdney launched in 2011, funnels half its profits into Fight for Peace.
Dowdney commented of the deal: “Working with Reebok allows us to continue to build awareness for Fight for Peace, as well as secure a long-term funding structure for us to develop our international growth and development,” he said. Matt O’Toole, president of Reebok added: “The work Luke and the team have done…to help young people who are growing up with tremendous challenges…is remarkable,” he said, adding “[it] is something we are looking forward to supporting and expanding so that together we can help even more young people at risk.”