Knock out sports wear
In March 2011, Four successfully launched new fitness and fightwear brand LUTA clothing to the UK market, which was set up to raise funds for the UK/Brazilian charity, Fight for Peace.
The launch event, with ambassador Idris Elba, secured coverage across sport, lifestyle and trade press.
An ongoing review programme ensured a steady level of brand awareness in the health and fitness media, whilst a partnership, secured by Four with the Ultimate Fighting Championship, extended LUTA credibility as a fightwear brand.
The launch of the LUTA store in London and the engagement of London-specific lifestyle media promoted the streetwear brand proposition.