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Authentic Brands Group and Global Citizen team for ‘impact-focused’ partnership

International advocacy organisation, Global Citizen has formed a cross-brand, multi-year alliance with Authentic Brands Group, marking a first of its kind for both companies.

The four-year partnership is planned to include the creation of an exclusive brand mark for consumer products, marketing activations, donation programmes and more.

The programme will aim to 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 0 plan to participate in co-branded programmes 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.

ABG will leverage its globally recognised 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+ freestanding stores and shop-in-shops worldwide, to galvanise 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,” commented 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, founder, chairman and ceo of Authentic Brands Group, continued: “We are honored to build upon our commitment to ESG with an organization 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 galvanising our brand communities to take action through meaningful programmes that drive positive impact.”

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