Global Citizen, Authentic Announce Partnership for Brand Activations and Consumer Products

Global Citizen and Authentic Brands Group (Authentic) have announced a new cross-brand, multi-year alliance. 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 will leverage and build 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. 

“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 chief executive officer, 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.”  

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. 

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“We are honored to build upon our commitment to ESG with an organization as established and trusted as Global Citizen,” says Jamie Salter, founder, chairman, chief executive officer, 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.”