Global Citizen And Authentic Brands Group Announce Multi-Year Partnership
The strategic initiative will empower brand audiences to join in Global Citizen’s mission to end extreme poverty
Global Citizen, the world’s largest international advocacy organization, and Authentic Brands Group (Authentic), a global brand development, marketing, entertainment, and digital platform, today 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 break new ground, leveraging and building upon each company’s respective expertise in the fashion, retail, and social impact spaces. The program will create new opportunities for consumers to activate their purchasing power, driving change toward the most urgent issues facing humanity and our planet.
Key brands within Authentic’s portfolio, such as 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.
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 will 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.
“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.”
“We are honored to build upon our commitment to ESG 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 corporate ESG programs start with its people and are grounded in DE&I 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.
Commented Sharon O’Sullivan, Global Head of Corporate Partnerships, Global Citizen: “We believe in the power of collaboration to solve the most urgent issues facing humanity and our planet, and it is innovative partnerships with world-leading companies like Authentic that make our work possible. Global Citizen’s mission to end extreme poverty, defend the planet, and demand equity resonates strongly with Authentic’s brands’ audiences. We’re excited about the amplification of our mission through the significant reach of Authentic’s brand portfolio, and the positive impact we’ll make on the world together by leveraging our combined communities.”