# Branded Digital Poverty Gap Campaigns Reebok Partners with The Kickback to Support NYC Youth By Grace Mahas | Published 2021-02-10 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/reebok-the-kickback References: [youtube](https://www.youtube.com/watch?v=E-XI5B2Al_Y&feature=youtu.be) In light of the ongoing COVID-19 pandemic, [Reebok](https://www.trendhunter.com/trends/reebok-canada) recently announced a [new partnership](https://www.trendhunter.com/trends/reebok-x-white-mountaineering1) with the youth-led organization The Kickback to help close the digital poverty gap for students. The campaign focuses on "empowering underserved adolescences’ dreams" by providing young scholars with digital resources to make those dreams a reality. To kick off the campaign, representatives from The Kickback and Reebok selected ten scholars through [Mott Hall Bridge Academy](https://www.trendhunter.com/trends/mott-community-college) to start in an emotional film dubbed, Our Legacy is Now. The film brings awareness about the need for adequate learning resources, especially as students continue to learn from home. On the partnership, Nicole Adriance, U.S. Marketing Director, said, “Reebok and The Kickback understand and acknowledge that systemic oppression is a real issue and one of the most significant factors of a child’s educational success. Together, we hope this program can shed light on the digital education gap and helps these children on their journeys to success. Our work has only just begun.” ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 16% | Activity: 24% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### Why This Trend Is Growing - **Digital Poverty Gap Campaigns:** Businesses partnering with organizations to provide digital resources to underserved communities can help close the digital poverty gap and empower the future generation of leaders. - **Youth-led Partnerships:** Collaborations between businesses and youth-led organizations can generate impactful campaigns that drive positive social change. - **Remote Learning Support:** Providing learning resources and support to students who are learning remotely can improve educational outcomes and bridge the digital divide. ### Industries Being Reshaped - **Retail:** Retailers can partner with youth-led organizations to create social impact campaigns that align with their brand values, while also generating positive publicity. - **Education:** Schools and educational institutions can collaborate with businesses to provide digital resources to students, especially those from underserved communities, to improve educational outcomes and bridge the digital divide. - **Non-profit:** Non-profit organizations can team up with businesses to create impactful campaigns that address social issues and drive positive change, while also generating resources to continue their mission. ## Related on Trend Hunter - [Digital Footwear Experiences](https://www.trendhunter.com/trends/reebok-impact.md) - [Vintage-Inspired Apparel Capsules](https://www.trendhunter.com/trends/reebok-x-kodak.md) - [Heritage Streetwear Collaborations](https://www.trendhunter.com/trends/reebok-obey.md) - [Barrier-Breaking Sports Campaigns](https://www.trendhunter.com/trends/fuel-tomorrow.md) - [Collegiate Sneaker Campaigns](https://www.trendhunter.com/trends/sisterhood-in-style.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Performance-Inspired Fashion Collabs](https://www.trendhunter.com/trends/reebok-x-white-mountaineering1.md) - [Expression-Focused Sportswear Capsules](https://www.trendhunter.com/trends/create-what-makes-you.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md)