Reebok and Global Citizen Deliver Their Equity-Focused ‘Take Action’ Collection
Reebok owner Authentic Brands Group announced the “Take Action” collaboration initiative with international advocacy organization Global Citizen in April, created to encourage consumers to use their purchasing power to create change. At the time, Authentic said Reebok would be the first of its brands to launch a “Take Action” collaboration. Now it’s here.
The Reebok “Take Action” collection will highlight the “important role education plays to drive equity within marginalized communities.” Reebok further stated the “Take Action” range will encourage consumers “to join the movement by educating themselves about some of the most prevalent issues facing vulnerable populations, including the systemic issues that lead to cycles of poverty and discrimination.”
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The unisex collection includes both footwear and apparel. For the footwear, it features new-look iterations of the Club C Revenge and the Classic Leather sneakers. The apparel includes a T-shirt, a long-sleeved shirt and a hoodie. Everything in the collection includes a co-branded Reebok x Global Citizen logo and is delivered using the organization’s signature red and black colors.
“The Reebok brand is synonymous with individuals who push boundaries across all aspects of life and lifestyle,” Global Citizen chief growth officer Caralene Robinson said in a statement. “The Take Action capsule continues that legacy and intersects with Global Citizen’s mission to inspire a generation to change the world.”
The Reebok “Take Action” collection arrives Nov. 14 in the U.S. via Reebok.com, with prices starting at $30. The range will be available globally in early 2024.
Reebok also said each product includes a QR code that directs people to the Global Citizen app, which features resources about the aforementioned topics. The collection, Reebok explained, will offer consumers a direct path to take action. This includes signing a petition in support of Education Cannot Wait to call on world leaders to help ensure everyone has access to education.
Additionally, Reebok announced that the brand, along with Global Citizen, has partnered with Dieter Cantu, the winner of the 2022 Reebok Human Rights Award. Reebok said as part of the partnership with Cantu, an advocate for access to education for all, it will donate books to his nonprofit organization, Cantu’s Books, which is focused on improving literacy and reading skills among incarcerated youth.
“We are excited to partner with Global Citizen on the Take Action collaboration, which serves to ignite action and purpose around the world,” Reebok VP of apparel Portia Blunt said in a statement. “The capsule speaks to our brands’ unrelenting focus on removing barriers, creating access and encouraging individuals to express themselves through movement. Additionally, integrating Dieter Cantu our current HRA recipient, is another way for us to amplify Reebok’s social purpose.”
