By Gary Symons
TLL Editor in Chief
The global brands company Authentic Brands has committed to help Global Citizen’s mission to End Extreme Poverty NOW.
Global Citizen is the world’s largest international advocacy organization, while Authentic Brands Group is a global brand development, marketing, entertainment, and digital platform. Authentic is also the owner of many of the world’s top brands, including Reebok, Nautica and Eddie Bauer, among many others.
The two organizations have announced a new cross-brand, multi-year alliance, marking a first-of-its-kind partnership for both companies. The four-year partnership is planned to include the creation of an exclusive brand mark for consumer products, marketing activations, donation programs, and more.
Through this endeavor, Authentic and Global Citizen say they plan to “break new ground, leveraging and building upon each company’s respective expertise in the fashion, retail, and social impact spaces.” The program is being designed create new opportunities for consumers to activate their purchasing power, driving change toward the most urgent issues facing humanity and our planet.
Authentic says some of its key brands, including Reebok, Nautica, and Eddie Bauer, plan to participate in co-branded programs that drive urgent action and encourage consumers to join Global Citizen’s mission to End Extreme Poverty NOW, beginning in late 2023.
“Solving the most pressing challenges facing our world today requires a movement of citizens around the world who are committed to taking action in their daily lives,” said Hugh Evans, Co-Founder and CEO of Global Citizen. “Through our partnership with Authentic, and some of the world’s most iconic brands under its umbrella, we are excited about the new opportunities we will create for consumers, wherever they are, to join our mission, take action, and help defeat poverty and defend the planet.”
Over the past 10 years, through creative campaigns, live events, and innovative partnerships, $41 billion in commitments announced on Global Citizen platforms has been deployed, impacting more than 1.15 billion lives.
Authentic says it’s now putting its weight behind Global’s campaign to end poverty. To do so, Authentic plans to leverage its globally recognized brand portfolio, which generates approximately $25 billion in global annual retail sales and its expansive retail footprint in more than 150 countries, including 9,400-plus freestanding stores and shop-in-shops worldwide, to galvanize audiences to defeat poverty, defend the planet, and demand equity.
“We are honored to build upon our commitment to ESG (Environmental and Social Governance) with an organization as established and trusted as Global Citizen,” said Jamie Salter, Founder, Chairman and CEO of Authentic. “Authentic and Global Citizen share a focus on issues including social justice and sustainability. We are committed to galvanizing our brand communities to take action through meaningful programs that drive positive impact.”
Authentic’s says its corporate ESG programs start with its own staff and are grounded in Diversity, Equity and Inclusion initiatives. Through its Employee Resource Groups, Authentic focuses on community-building through networking, professional development, volunteerism and more.
In 2022, the company established its Sustainability Alliance, a platform designed to engage and equip its global partner network with shared tools and resources to scale sustainable brand innovation.