LUTA is a fightwear and lifestyle clothing brand inspired by the strength and struggle of Brazilian jiu-jitsu and boxing. It was founded to support the charity Fight for Peace, which uses martial arts to help young people in disadvantaged communities. LUTA's clothing lines include technical fightwear, training gear, and streetwear influenced by Rio's favelas. The brand is committed to sharing profits with Fight for Peace and empowering conscious consumers.

1. A fightwear and lifestyle clothing brand born of real strength 1

2. In Brazilian Portuguese the word LUTA
means to fight, to struggle, to never give up.
This is the LUTA story…
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5. Fight for Peace uses boxing & martial arts combined with education and
personal development to realize the potential of young people in
communities that suffer from crime and violence.
FIVE PILLARS MODEL
1. Boxing/Martial Arts.
2. Education.
3. Social action.
4. Job access.
5. Youth leadership.

6. Fight for Peace Academy in Rio Fight for Peace Academy in London
• Founded in the favelas of Rio de Janeiro in 2000
• Opened London Academy in 2008
• Over 7000 children and young people attended in Rio and London Academies since
• Winner of the LAUREUS Sport for Good Award 2007
• 2 national boxing champions

8. From the favelas of Rio de Janeiro to many other communities
globally, young people display the Real Strength needed to never
quit in the face of adversity, to put in the hours and never stop
believing in becoming a champion, no matter the odds.
This Real Strength is the heritage and inspiration behind LUTA…

10. Born in the favelas of Rio de Janeiro, LUTA is a new fight wear and lifestyle clothing
brand that brings together real fight performance, favela street style and a genuine
social mission.
50% Profit Share Scheme
LUTA is committed to giving Fight for Peace International, registered charity 1137636 (via its subsidiary company), at
least as much of the company’s profits as we give our shareholders. Fight for Peace International is a global charity that
promotes the use of boxing and martial arts training combined with education and personal development programmes
to help young people in communities that suffer from crime and violence.

11. LUTA PRO
Our LUTA Pro Range combines the most advanced
performance fabrics and technology with real
fighters’ know-how. As part of our fight wear
design and development process we receive
feedback from hundreds of fighters as well as
testing our gear on the mat and in the ring with
multi-disciplined champions.

12. LUTA PRO
LASER-TECH RASH GUARD
• Super lightweight (175/m2)
stretch body. • Four-way stretch inner leg
panelling. • Eco friendly 100% recycled
polyester.
• Antibacterial airtex provides
additional ventilation. • Mushroom velcro fly and wrap
over waistband. • Moisture management
properties.
• Laser bonded seams minimise
chafing and irritation. • Total leg extension for grappling
and striking. • Contoured airtex panels.

13. TRAINING WEAR
Taking its cue from rigour's of
fighters training regimes and
employing the latest in high
performance fabrics and design,
our training wear is for those who
are serious about getting fit.

14. TRAINING WEAR
• Super lightweight four way stretch
polyester fabric.
• Super-soft feel for comfort and
performance. • Elasticated waist to maximise
freedom of movement.
• Full front zip, two front slimline
jetted pockets with concealed zips.
• Strengthened flat lock seams
provide added durability. • Total leg extension for multi
discipline training.
• Fabric allows freedom of
movement.
• Eco friendly 100% recycled
polyester. • Embroidered LUTA ribbon.

15. STREET WEAR
Working with designers from Rio de Janeiro’s
favelas, our urban wear collection combines our
fighting pedigree with distinctive style and energy
of the favela. Even the LUTA logo was inspired by
pixação, an iconic form of graffiti native to Brazil.

16. STREET WEAR
• Made of high quality 100% cotton
jersey.
• LUTA branding running down both
sleeves. • Ergonomically designed.
• • Elasticated and tie cord waist.
• The ground colours make up LUTA's Embroided badge at bottom of
hoodie.
signature colour palette.
• Ankle zips.
• Graphics take inspiration from the
Brazilian favelas. • High neck zip to keep neck warm.

17. www.luta.co.uk / facebook.com/lutaclothing
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18. PREMIERE SPORTS RETAIL
LUTA pop up Covent Garden, London
Kings Road Sporting Club, London Greaves, Glasgow Suka, London 18

19. GOOD BUSINESS
Market opportunity:
Growth of MMA / fight wear markets
Global sportswear brands (Nike, Puma, Adidas) continue to dominate, but
fightwear brands are increasingly taking market share. TapouT grew from
$12m to $200m revenue between 2006 and 2009 and is now available in
more than 20,000 retail stores worldwide.
•Major brands such as Nike and Everlast have begun to create ties to MMA.
•Fighters are now recognized as some of the best athletes in the world.
•UFC has signed advertising deals with mainstream sponsors like Harley-
Davidson, Bud Light, Burger King and Bacardi
•Since November 2011 UFC events are being broadcast on network television,
reaching 99m homes in the US.
However, still some problems around public image
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20. GOOD BUSINESS
Conscious Consumerism:
An authentic, non-replicable story gives an additional
reason to purchase.
•When price and quality are about the same, 94% of consumers are likely
to switch brands to one associated with a good cause.
(Cone/ECHO Global CR Opportunity Study, 2011)
•Consumer spending on ethical personal products, including fashion, is
worth £1.8 billion. Sales of ethical clothing grew by 72% in 2 years.
(Ethical Consumerism Report, The Co-operative Bank, 2010)
•Today’s consumers are savvy and cynical of “goodwashing” or PR-driven
efforts. They expect greater accountability from brands tied to social
causes. Authenticity is a very important driver in a purchasing decision.
(JWT Intelligence, Social Good Report, 2011) 20

21. ADDED VALUE SUPPORT / PR
• Pro-bono support from key agencies: Academy Films, What If, BBH
Kurt Salmon – Global Business Development Advisor
• Association with key socially conscious MMA / Boxing / Lifestyle
Ambassadors
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