Reebok initiatives

Reebok believes that a strong and consistent presence in communities around the world is an imperative. Reebok is committed to supporting community and philanthropic programmes that make a positive difference in the lives of youth and the underserved.

Key Reebok projects are:

  • Community relations
  • Reebok 4 Real
  • Reach
  • Community Relations Reebok Recognition Program
  • The Reebok Foundation
  • Peace Games, Inc.
  • Bridge Over Troubled Waters

Community relations

In 2007, Reebok introduced its Global Corporate Citizenship platform, a series of programmes designed to support underserved communities and groups and provide underprivileged youth around the world with the tools they need to fulfil their potential and lead healthy, happy and active lives. The platform currently consists of Reebok 4 Real, Reach, Community Relations Reebok Recognition Program and The Reebok Foundation.

Reebok 4 Real

As the primary pillar of Reebok's Global Corporate Citizenship platform, Reebok 4 Real serves as the catalyst for realising the brand purpose: empowering global youth to fulfil its potential. Although Reebok 4 Real is an evolution of the world-renowned Reebok Human Rights Award programme, it is broader in both its scope and reach. By engaging and activating a network of empowerment - Reebok employees, athletes, artists and retailers - to benefit youth, Reebok strengthens its resolve to be a leading corporate citizen committed to supporting youth around the world.

Reach

Through the Reebok Reach programme, the brand empowers and encourages Reebok employees around the world to become involved and make a positive difference in their communities. Through modest financial Reach grants made available to Reebok's full-time employees for qualified, non-profit organisations, the company invites its employees to 'reach' beyond their own personal means to support a cause that is important to them and their families.

Reebok has established Reach volunteer employee committees in key markets around the world, including the USA, Canada, Mexico, Amsterdam and Hong Kong. In addition to reviewing the grant requests from employees, Reach committee members in the US also coordinate, manage and participate in employee volunteer programmes and fundraising activities in their local communities.

Community Relations Reebok Recognition Program

This programme acknowledges individuals who make a positive difference in the lives of young people, either through their chosen professions or volunteer activities. Reebok invites groups of individuals who work with youth to visit the Reebok Headquarters during a designated week to shop at the company's corporate store in Canton, Massachusetts at a significant discount.

The Reebok Foundation

The Reebok Foundation was formed in 1986 to focus and expand its commitment to socially responsible action. The Foundation has worked with hundreds of non-profit organisations and donated millions of dollars in grants.

The Reebok Foundation focuses its philanthropy in communities where Reebok offices are located. The Foundation promotes social and economic equality by funding non-profit organisations that support underserved groups and help empower youth to fulfil their potential and lead healthy, happy and active lives.

Reebok also encourages its US employees to make charitable contributions through the Foundation's Matching Gift Program which doubles an employee's gift by up to $1,500 annually.

Peace Games, Inc.

The Reebok Foundation continues to support a conflict resolution programme working to prevent violence in the public school systems. Peace Games has launched an effort to help decrease the current surge of violence in Boston, USA. Peace Games empowers children to create their own safe classrooms and communities by forming partnerships with elementary schools, families, young adult volunteers and community partners.

Over the next three years, the Reebok Foundation grant will allow Peace Games to:

  • Bring their programmes to 20% of Boston elementary schools
  • Reach an additional 300,000 children by training more than 500 educators and youth workers
  • Launch a public awareness campaign highlighting the innovative work that young people in Boston are doing.

Bridge Over Troubled Waters

The Reebok Foundation supports Bridge Over Troubled Waters, an organisation that helps abandoned and abused children turn their lives around. The organisation serves thousands of runaways and homeless youth each year, many of whom had been living in homes characterised by violence, abuse and neglect, often the result of alcohol or drug use.

Through counseling, medical and dental care, education, pre-employment programmes, streetwork, family intervention and operating temporary residences, Bridge empowers children to break the cycles of poverty, abuse, and neglect and build secure and independent lives.

  • Reebok 4 Real serves as the catalyst for realising the brand purpose: empowering global youth to fulfil its potential.