Reebok, Nautica, Eddie Bauer, and other key brands from the Authentic Brand Group portfolio have committed to a co-branded programme to End Extreme Poverty NOW.

The strategic initiative will empower shoppers and brand audiences to ‘activate their purchasing power’ to help drive change toward the most urgent issues facing humanity and our planet today.

To help them do so, Authentic Brands Group has partnered with Global Citizen – the world’s largest international advocacy organisation – to develop a cross-brand, multi-year alliance that will include the creation of an exclusive brand mark for consumer products, marketing activations, donation programmes, and more.

Key brands within Authentic’s portfolio, including Reebok, Nautica, and Eddie Bauer, plan to participate in co-branded programmes that drive urgent action and encourage customers to join Global Citizen’s mission to End Extreme Poverty NOW.

It will all kick off in late 2023.

Over the past decade, 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 will leverage its globally recognised brand portfolio to galvanize audiences to defeat poverty, defend the planet, and demand equity.

“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.”

Jamie Salter, chairman and ceo of Authentic, added: “We are honoured to build upon our commitment to ESG with an organisation as established and trusted as Global Citizen.

“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 programmes that drive positive impact.”

Authentic’s brand portfolio generates around $25 billion in global annual retail sales and has an expansive retail footprint in more than 150 countries, including over 9,400 freestanding stores and shop-in-shops worldwide.