Human Rights Now! – Reebok & RISE
Since its founding in 2015, RISE, a national nonprofit dedicated to educating and empowering the sports community to eliminate racism and champion social justice, has engaged more than 25 million athletes, coaches, staff and fans in efforts to create change and impact through education, empowerment, and engagement.
In 2020, Reebok, the athletic lifestyle company, launched “Reebok United Against Racism” to unite against racism and to strengthen its diversity and inclusion efforts. The two organizations came together in 2021 with a tandem mission to stand against racism and foster Reebok’s motto that “everyone deserves to move freely.”
Reebok relaunched its Human Rights Award on February 8, 2021 and assembled an advisory board that identified three award winners, who each received $100,000 to use in their fight for racial justice. RISE provided a recording for use during the awards ceremony.
The company developed the FW’21 Human Rights Now! Collection to inspire Human Rights and Human Movement for all, not some.
Through footwear, apparel and accessory, the company announced a five-year brand commitment to support Black and LatinX communities. RISE branding and mission information appeared alongside all marketing. Through this program, RISE was able to expand community programming with a $270,000 grant to support its mission. Social posts around the partnership reached more than 100,000 people who continued to share the information. It was a win-win for RISE and for Reebok who had strong attendance at the Spoken Rights Event it sponsored. They received more than one million impressions across the Human Rights Awards and Human Rights Now! Products campaign.