LUTA was recently featured by JWT in reference to its Social Good report, which documented the rise of social enterprise within the business world. In the report, JWTIntelligence, a trendspotting offshoot of the global marketing communications brand JWT, discuss the various ways in which organisations call on business means to achieve philanthropic results, and put forward LUTA as a very interesting example of this trend. Indeed, it is well documented that the current generation place a far greater importance on doing well whilst also doing good than previous ones, and businesses around the world are adapting to this.

Earlier in the year I gave a speech at a TEDx conference, discussing LUTA's social mission, and which you can now watch on their website or below here. I mentioned how instead of incorporating Fight for Peace as part of a global sports brand corporate social responsibility strategy, we decided to create our own brand, in order to more sustainably support the charity. LUTA was organically born from Fight for Peace: having been inspired by the Real Strength shown by the young people of Fight for Peace over the twelve years since the project's inception, finding the best way to support them was a natural process. The sense of identity our young people found in the Fight for Peace t-shirts was something we believed could be replicated with LUTA as a clothing brand.

We hope that customers recognise that we haven't latched on to anything so don't mistrust our intentions as a brand. LUTA is proud to support Fight for Peace and to have such strong links with it. But more than just a social enterprise, LUTA is a high performance fightwear. We have spent over two years working with fighters to understand their needs and have come up with innovative solutions, such as the world’s first laser-bonded rashguard.

Europe's first Brazilian Jiu Jitsu and lifestyle magazine reviews the LUTA story in the July/August edition. Featuring interviews with BJJ legends Roger Gracie, Lucio Rodrigues, Victor Estima and Carlson Gracie Jr.

Jiu Jitsu style wrote " A new favela-based fightwear company is taking the world by storm. LUTA only launched on May 18th but has already caught attention of CNN, the BBC and magazines like Forbes and Sport. It has also been endorsed by elite fighters like former world judo champion Neil Adams, European Muay Thai champion Daniel Sams, Irish Judo champion & martial arts writer Fergus Dullaghan, and Brazilian boxing champion and London 2012 potential Roberto Custodio. Gracie Barra instructor Ebe Ghansah wore a LUTA rash guard and MMA shorts during his recent Guinness World record breaking BJJ class and even actors like Idris Elba (aka Stringer Bell, from The Wire) have taken to the brand. Idris refused to take a fee for the voiceover work of LUTA's forthcoming T.V. advert and has recently even been spotted on youtube wearing a LUTA T-shirt during his kickboxing training.

So why all of the sudden excitement? It seems to be a result of LUTA's favela heritage, its high-performance 'Pro' range and most importantly its social engagement. LUTA is actively trying to reinvest both in martial arts and in poor communities around the world.

Firstly, in terms of martial arts LUTA is now running a monthly seminar series in London with some of the world's leading fighters and strength and conditioning coaches. Participation is completely free and the instructors include some of the fighters listed above. Secondly, LUTA is committed to sharing at least as much of its profits with Fight for Peace, (a global martial arts charity), as it does with its shareholders, via a 50% profit-share scheme.

The charity Fight for Peace (Luta pela Paz in Portugese) was founded in The Complexo da Mare favela in Rio de Janerio eleven years ago by Luke Dowdney MBE, a former British amateur boxer.

Recognising the talent of the young people there but also seeing how limited the opportunities were, he opened a small boxing club. With hard work and dedication this rapidly began to grow into a full-blown academy with education, youth leadership, work-access programs and support services included in the core activities of the charity. Other martial arts besides boxing (such as capoeira and submission wrestling) were gradually introduced and in 2007 Fight for Peace went global, opening its newest academy in North Woolwich, London.

In a recent interview Luke who also founded LUTA clothing, said "I've been training these amazing inspirational young people who refuse to give in and get involved in gangs or violence, regardless of the challenges they face. Some of them are fight champions now; others are at university or on their way to becoming teachers and lawyers, having learned, through boxing and martial arts, the confidence and self-respect necessary to progress. This is the Real Strength that inspires LUTA; it is the spirit of never giving up in the face of adversity, to never stop believing you can be a champion in the ring or in life, whatever the odds."

LUTA is proud to support Fight for Peace (Luta pela Paz) born in the favelas of Rio de Janeiro. Good to see it's London Academy doing so well, check out Boxing News this week for the below article. Well done Fight for Peace.

"The Fight for Peace initiative actually began in Brazil a decade ago in one of Rio de Janeiro's dangerous favelas or slums. In 2000 Luke Dowdney set up a programme to confront youth participation in crime, gangs and gun violence within disadvantaged communities, combining education and personal development with training and competition in boxing and martial arts.

In 2007 a Fight for Peace branch, following the same model, was set up in east London. As well as this positive social work the club still aims to be successful competitively. The club hosted its first show on May 28, at its headquarters in North Woolwich. 14 bouts were held, involving local clubs, with three Fight for Peace boxers participating - Claudio Lopes, Khalid Hakimi and Ryan Walker. All three won.

A 'LUTA' clothing brand has even started up, which shares its profits with Fight for Peace". Dennen, J. (2011) Vest Interest, Boxing News. 45

LUTA hosted its first in house seminar on Saturday with former world judo champion and double Olympic silver medallist Neil Adams MBE. The current Belgian national coach was in fine form as he took our seminar attendees through a range of tachi waza and ne waza situations, including foot sweeps, grip fighting tactics, and arm locks and strangle holds. By request, Neil also taught his famous Tai-Otoshi, the throw which he used to dominate the Judo world’s middleweight categories during the 1980’s.

Players of all skill levels were in attendance, from almost complete beginners to the 2006 Commonwealth Tournament gold medallist Alex Goodrich. Former full-time Team Bath athlete Tracy Plane, who now coaches at SWF Samurai judo club in Essex was another notable high level player who came to benefit from Neil’s instruction.

Towards the end of the seminar Neil, who is one of the world’s leading experts on the issues surrounding the new IJF rules, took the time to explain several of the more difficult areas, such as when exactly you are allowed to use pick ups and how elite competitors are now working the area rules to their advantage.

Neil, who also works as Sky Sports judo commentator, fully endorses LUTA’s efforts to support Fight for Peace and had the following to say about his involvement as a LUTA Ambassador:

It’s a topic that’s very close to me. A lot of people may not know this but my older brother was a victim of gun crime. He was shot and killed by his best friend in an argument […] If I can help one family, one child or adolescent make a choice between crime or striving to be their best […] I’m in whole heartedly. […] I am looking forward to being a part of the LUTA team.

For more information on Neil Adams visit: www.naeffectivefighting.com or www.thecompletejudoka.com

Yesterday saw the official media launch of LUTA clothing and we’re here to give you a behind-the-scenes look at what went on...

LUTA ambassador and voice of the first LUTA commercial Idris Elba, star of HBO’s “The WIRE”, was on hand to offer his support and his skills in the ring... The Thor star believes in LUTA’s genuine social mission due to its 50% profit share with Fight For Peace, he says:

“Having grown up in East London, LUTA’s Real Strength story is one that I can relate to and I was delighted when Luke approached me to be the voice of the first LUTA commercial,” said Idris Elba.

“Fight for Peace in North Woolwich is just around the corner from where I used to live and it’s an inspiration to see so many young people coming through the Academy.  As a keen martial artist myself, I see a definite need for a clothing brand that delivers real fight performance with genuine style, so I’ll definitely be wearing LUTA next time I head down to the gym.”

Indeed, Idris displayed his own Real Strength when he got in the ring with 6ft 7 European and British Heavyweight Muay Thai champion, Daniel Sam, who was demonstrating his skills and the LUTA PRO range on the mat (watch the video here http://www.youtube.com/watch?v=pVFJNr82hRg)... Idris even managed to hold his own with some powerful kicks and some plucky journalists had a go as well – oh ye of little faith.

Robert Custodio, face of LUTA and Brazilian boxing champion was over from Rio de Janerio to talk about his connection to the LUTA brand and show off the gear through a hard-fought sparring contest. He spoke of his pride in launching a brand in London that started in the

favela, where his own story began as a child coming up through the Fight For Peace Academy.

The event was rounded off by an exclusive showing of the ‘Real Strength’ film starring the voice of Idris Elba and Roberto Custodio along with the ‘making of’ film, which shows behind the scenes in the favela, where LUTA was born. Check them out yourself here and stay tuned for video and images of all the action

Hi everyone & welcome to the LUTA blog!

In time the blog page will feature posts from various members of the team and our LUTA ambassadors, as they invite you inside the LUTA world.

For now I'd like to share with you a little about the LUTA story, because although LUTA is a new company, it has a heritage in the favelas of Rio de Janeiro stretching back eleven years. I opened the Fight for Peace Boxing Club - Luta Pela Paz in Brazilian Portuguese - in the favela of Complexo da Mare in 2000 to offer an alternative to the gang and gun culture for young people there. Since then, the club has grown into a multi combat sport and education Academy, working with over 1000 young people in the favelas every year. We've even opened up another Fight for Peace Academy in East London and aim to grow internationally next year.

Training youth boxers in the favela taught be a lot about the trials and tribulations young people face growing up in such disadvantaged communities where drug faction members are openly armed on the streets. It taught be about the REAL STRENGTH these young champions posses to keep training and never quit or stop wanting to make something of themselves no matter the odds. In Brazillian Portuguese the word Luta means to fight, to struggle, to never give up - just like the young people who have come through the club over the years. This story is what inspired the LUTA brand.

As a coach, I also felt that there was a need out there for really high quality performance fight wear and training wear, so I teamed up with some of the best technical designers in the world from Central Saint Martins Design College in London, and, interviewing hundreds of active fighters along the way, we have produced the LUTA PRO and TRAINING WEAR ranges. Performance clothing that will aid fighters and others to get really fighting fit. Our first collection combines this technical performance apparel with a STREET WEAR range inspired by the favelas, a complete collection that really is the embodiment of the LUTA values.

Not only are we working to produce the best possible fight wear, training wear and lifestyle clothing for you, given what I've been up to over the last decade, at LUTA we're also all about supporting our young champions at Fight for Peace from day one. That means that we will share our company's distributed profits 50/50 between Fight for Peace International and our shareholders who have invested in making the brand possible.

I hope you enjoy exploring the Luta site. If you want to know more about our herritage, check out the short podcast below and don't forget you can follow us on facebook and Twitter as well!

Luke Downdey MBE

Founder & CEO Luta

Click here for an Mp3 interview with Luke!

Welcome Podcast.mp3 (8.41 mb)