Fight for Peace used a unique mix of martial arts, boxing and personal development to help young people in Rio and London realize their potential. It had already enjoyed ten years of incredible success but needed support with two new goals: To create its own income stream, permitting it to rely less on grants. And, to go global.
To meet the need for new income, we helped develop and launch an ethical fightwear brand, Luta, that would donate half its profits to Fight for Peace. To realize the charity’s dream of going global, we designed the Fight for Peace international training program, allowing the organization’s message to spread across the world without the need to build academies.
Our work led to Luta raising a complete round of commercial investment. At the end of year one, Luta delivered its first donation of £10k to Fight for Peace – not bad for an unknown sportswear brand launching in a recession. As for the international training program, it was launched in 2011 across ten organizations in eight countries from Costa Rica to the Lebanon. The training will ensure greater support for thousands of young people affected by violence. That’s worth fighting for.