News of the acquisition coincided with Reebok signing a long-term agreement with Fight for Peace, a non-profit organisation established by Luta founder, Luke Dowdney, in 2000. In signing the agreement and acquiring Luta, Reebok is sending a clear signal that it takes its role as a socially responsible company seriously.
"Reebok has this long heritage that started the Reebok Foundation which was set up to really celebrate people who were standing up for human rights around the world and that mission continues with Fight for Peace. It's a great vehicle to get the social aspect of our brand out there," said Reebok president Matt O'Toole.
Luta was founded in 2011 and specializes in boxing gloves and shorts and other sporting apparel. Half of its sales goes to Fight for Peace, which helps young people from violent neighbourhoods.