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.