Authentic Brands Group (Authentic) and Global Citizen, the world’s leading international advocacy organization, today unveiled Global Citizen’s Take Action campaign, an exclusive collaboration initiative to encourage consumers to activate their purchasing power and drive change toward the most urgent issues facing humanity and our planet. The exclusive Take Action collaboration will appear across an extensive series of co-branded product collections (starting with Reebok), marketing activations and donation round-up programs over the course of the long-term partnership, which was announced earlier this year.
“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,” states Natasha Fishman, chief communications officer, EVP Marketing at Authentic. “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 x Take Action is slated to launch this October across Reebok stores, key retailers, reebok.com, and globalcitizen.org. The exclusive Take Action capsule will feature Reebok’s most iconic footwear silhouettes, as well as apparel and accessories for men and women. Reebok’s VP of Global Apparel, Portia Blunt, will take the stage at the Global Citizen NOW action summit on Apr. 28, to expand on the Reebok x Take Action capsule and how it will energize brand fans to take action. Global Citizen’s dynamic, two-day event, which takes place in New York, features major announcements on policy initiatives, thoughtful panels with renowned artists and culture influencers, as well as corporate and world leaders.
“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,” says Liza Henshaw, president, Global Citizen. “We look forward to launching our first product collaboration with Reebok later this year.”