• Brazilian model inspires youngsters from favela project Luta Pela Paz
  • IWC Brand Ambassador says: ‘I feel very honoured to have the chance to be in the ring and share my passion with these children’
  • Click here for more information on Laureus Sport for Good

RIO DE JANEIRO, July 26, 2016 – In the lead-up to the Rio 2016 Olympic and Paralympic Games, Brazilian supermodel Adriana Lima visited Laureus-supported Luta Pela Paz project (Fight for Peace) in the favelas of Rio.

Luta Pela Paz, which has been supported by Laureus since 2004, combines martial arts with education and personal development to realise the potential of young people in communities affected by crime, violence and social exclusion. During the visit, martial arts enthusiast Lima interacted with the young people, sparring with them in the ring and inspiring them outside of it.

Since 2005, IWC Schaffhausen has been a dedicated Global Partner of Laureus Sport for Good. In her role as IWC Brand Ambassador, Lima took time out of her hectic schedule to invest her time in young people in her home country.  

I feel very honoured to have the chance to be in the ring and share my passion for boxing with these children,” said Lima. “This project improves their self-esteem and allows them to find value in themselves and understand what they’re capable of. It’s a beautiful thing.

Through boxing and other combat sports, Luta Pela Paz in Rio de Janeiro and its partner organisation in London focus on five key areas in order to engage with and develop the skills of young people both in and out of the boxing ring. These include boxing and martial arts, education, employability, social support and youth leadership. The final aim is to empower young people to be champions in life.  

Roberto Custodio, a Luta Pela Paz participant, has benefited 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 determination, resilience, companionship, care and humility,” said Laureus Real Hero Roberto. “I have seen so many young people in this community totally lost, without any idea of what to do. Now Luta Pela Paz is an option for them.”

In the Complexo da Maré favela, where Lutz Pela Paz operates, openly armed adolescents have traditionally patrolled the streets. The success of the project has already become palpable: Recent results show that children who attend the project are 68% less likely to commit a crime or carry a weapon. 

Earlier this year, Swiss luxury watch manufacturer introduced the Portofino Automatic Moon Phase 37 Edition ‘Laureus Sport for Good Foundation’ (Ref.459006). The timepiece is limited to 1500 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.


About Us

Laureus is a universal movement that celebrates the power of sport to bring people together as a force for good. Laureus is composed of three core elements - the Laureus World Sports Academy, Laureus Sport for Good and the Laureus World Sports Awards - which collectively celebrate sporting excellence and use sport as the means to promote social change. The first Patron of Laureus was Nelson Mandela. At the inaugural Laureus World Sports Awards in 2000, he said: “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. Sport can create hope where once there was only despair.” This has become the philosophy of Laureus; the driving force behind its work. The members of the Laureus World Sports Academy are: Giacomo Agostini, Marcus Allen, Franz Beckenbauer, Boris Becker, Ian Botham, Sergey Bubka, Cafu, Bobby Charlton, Sebastian Coe, Nadia Comaneci, Yaping Deng, Marcel Desailly, Kapil Dev, Mick Doohan, David Douillet, Rahul Dravid, Luis Figo, Emerson Fittipaldi, Sean Fitzpatrick (Chairman), Dawn Fraser, Cathy Freeman, Tanni Grey-Thompson, Marvelous Marvin Hagler, Mika Häkkinen, Tony Hawk, Maria Höfl-Riesch, Mike Horn, Miguel Indurain, Michael Johnson, Kip Keino, Franz Klammer, Tegla Loroupe, Dan Marino, Yao Ming, Edwin Moses, Nawal El Moutawakel, Li Na, Robby Naish, Ilie Nastase, Martina Navratilova, Alexey Nemov, Jack Nicklaus, Brian O’Driscoll, Alessandro Del Piero, Gary Player, Morné du Plessis, Hugo Porta, Carles Puyol, Raúl, Steve Redgrave, Vivian Richards, Monica Seles, Mark Spitz, Sachin Tendulkar, Daley Thompson, Alberto Tomba, Steve Waugh, Katarina Witt, Li Xiaopeng and Yang Yang. The Laureus Academy Members volunteer their services as global ambassadors for Laureus Sport for Good, which was set up to promote the use of sport as a tool for social change. Laureus Sport for Good addresses social challenges through a worldwide programme of sports related community development initiatives. Since its inception, Laureus has raised over €100 million for projects which have helped to improve the lives of millions of young people. The mission of Laureus Sport for Good is to use sport as a means to combat some of the toughest social challenges facing young people today such as violence and crime, discrimination, unemployment, lack of education and health threats including HIV/AIDS and obesity. The Laureus World Sports Awards is the premier global sports awards honouring the greatest sportsmen and women across all sports each year. The winners are selected by the ultimate sports jury – 60 members of the Laureus World Sports Academy, the living legends of sport honouring the great athletes of today. The Awards are presented at an annual Awards Ceremony, attended by global figures from sport and entertainment, which is broadcast to 160 countries and territories. The Awards continue to support Laureus Sport for Good by showcasing the incredible work it does with athletes and partners to transform the lives of individuals and promoting to a global audience the power of sport as a development tool to combat challenging social issues. Laureus was founded by its Patrons Richemont and Daimler and is supported by its Global Partners Mercedes-Benz and IWC Schaffhausen. Mercedes-BenzMercedes-Benz is the inventor of the automobile – and has been passionately shaping its future since 1886. As pioneers in automotive engineering, it is both our inspiration and responsibility to continue the tradition of the brand with trailblazing technologies and high-quality products. Like no other trademark in the automotive world, Mercedes-Benz appeals to both the hearts and minds of its customers. We give our very best for customers who expect the very best. Since the founding fathers Gottlieb Daimler and Carl Benz, our corporate history has been one of innovation and pioneering achievements. Many technical innovations that are nowadays standard in automobiles first entered the market in a Mercedes-Benz. This is the basis for our claim to leadership in automotive engineering. The brand stands for Modern Luxury, and enjoys an outstanding reputation for quality, safety, comfort, design and comprehensive, sustainable mobility. IWC SchaffhausenWith a clear focus on technology and development, the Swiss watch manufacturer IWC Schaffhausen has been producing timepieces of lasting value since 1868. The company has gained an international reputation based on a passion for innovative solutions and technical ingenuity. One of the world’s leading brands in the luxury watch segment, IWC crafts masterpieces of haute horlogerie at their finest, combining supreme precision with exclusive design. As an ecologically and socially responsible company, IWC is committed to sustainable production, supports institutions around the globe in their work with children and young people and maintains partnerships with organisations dedicated to climate and environmental protection.