While on location in Rio de Janeiro shooting the boxing- inspired Brazilian Vogue August cover story, IWC brand ambassador Adriana Lima took time to meet with local children from the Laureus-supported “Fight for Peace” project in a local boxing gym. Featuring a braided hairstyle, black sweatpants and boxing gloves in red for one session, silver for the other, the Brazilian supermodel sparred with adolescents and their trainer as the younger children watched in awe. “I feel very honoured to have the chance to be in the ring and share my passion for boxing with these children. This project improves their self-esteem and shows them how much they’re worth and how much they’re capable of. It’s a beautiful thing”, said Lima, who has been boxing as part of her personal tness regime for over 10 years.

GLOVES AGAINST CRIME

“Fight for Peace” combines boxing and martial arts with education and personal development to help disadvan- taged young people realize their potential. The children and teenagers participating in the sparring session come from extremely poor backgrounds. Many of them live in favelas which are affected by a decade of territorial drug wars and where armed adolescents patrol the streets. Roberto Custodio, a “Fight for Peace” participant, has bene ted from the work of the project in helping provide direction in his life. “Sport transforms, teaches us many things that only sport can teach to make our life more complete, like de- termination, resilience, companionship, care and humility,” said the Laureus “Real Hero”. “For me, ‘Fight for Peace’ is a family.” The success has already become palpable: recent results show that children who participate in the project are 68% less likely to commit a crime or carry a weapon. Andrea Schellmoser, Marketing & Communications Director for IWC Latin America, who attended the visit and sparring session, added: “I am honoured to see that our Brand Ambassador Adriana Lima is spending her valuable time visiting this remarkable Laureus project in her home country. She wholeheartedly embraces and lives IWC’s brand values such as commitment to social responsibility.”

IWC ANNUALLY DEDICATES TIMEPIECE TO LAUREUS

IWC Schaffhausen has been a dedicated Global Partner of Laureus Sport for Good since 2005. Supporting disadvan- taged children and teenagers is a cornerstone of the Swiss luxury watch manufacturer’s corporate social responsi- bility. Earlier this year, IWC Schaffhausen introduced the Porto no Automatic Moon Phase 37 Edition “Laureus Sport for Good Foundation” (Ref. IW459006). The timepiece is limited to 1,500 pieces worldwide and is the tenth special- edition IWC created to support Laureus. The engraving on the case back features a drawing by Eleni Partakki from Cyprus showing girls and boys playing with a ball. The 16-year-old is a participant of a Laureus project that actively encourages Greek-Cypriot and Turkish-Cypriot boys and girls to play basketball together.

LAUREUS SPORT FOR GOOD 

Laureus is a universal movement that celebrates the power of sport to bring people together as a force for good. The rst Patron of Laureus was Nelson Mandela. At the inau- gural Laureus World Sports Awards in 2000, President Mandela said: “Sport has the power to change the world. It has the power to unite people in a way that little else does. Sport can awaken hope where there was previously only despair.” This has become the philosophy of Laureus and the driving force behind its work. 

Since its inception, Laureus Sport for Good has raised over EUR 100 million and supported over 150 projects world- wide which use sport to tackle violence, discrimination and disadvantage. Laureus Sport for Good has helped to improve the lives of millions of young people in over 35 countries and is proving that sport can change the world. More information on www.laureus.com