Performance sportswear brand LUTA has appointed Diffusion to position the brand as the market leader in socially responsible, high-performance sportswear.

Diffusion will manage LUTA’s launch in both London and New York and implement a celebrity profiling campaign featuring LUTA brand ambassador and gold medal Olympic champion Antony Joshua. The campaign will then focus on a broader brand ambassador engagement programme, with key bloggers and influencers within the fitness and ethical consumer space. This activity will be supplemented by a traditional media and product placement campaign, further establishing Luta’s presence in mainstream national lifestyle and fashion press in both markets.

Established in 2000, LUTA was set up by by Luke Dowdney to support Fight for Peace, a non-profit charity originating from the favela communities of Rio De Janerio. Fight for Peace, of which LUTA gives who gives half of its profits to, offers young people an outlet from a life of drugs, guns and victimisation.