Authentic Brands Group and Global Citizen, an international advocacy organization on a mission to end extreme poverty, have announced a multi-year alliance. The four-year partnership, described as “the first-of-its-kind for both companies,” will include the creation of an exclusive brand mark for consumer products, marketing activations, donation programs and more.
The initiative is meant to create new opportunities for consumers to use their purchasing power to drive change in urgent issues facing humanity and the planet. Some of the brands within Authentic’s portfolio, such as Reebok, Eddie Bauer and Nautica, will participate in co-branded programs that encourage consumers to join Global Citizen’s mission to end extreme poverty, beginning in late 2023.
Global Citizen was established in Australia in 2008, and its team operates from New York, London, Paris, Berlin, Melbourne, Toronto, Johannesburg and other locations. Authentic’s brand portfolio also includes Sports Illustrated, Spyder, Prince and Tretorn.
