Reedus' charity of choice is the Felix Foundation which, according to the campaign, "was founded in 2006 by Rock 'n Roll Hall of Famer, Darryl 'DMC' McDaniels and Emmy Award winning casting director, Sheila Jaffe. Both adopted and grateful to have been 'taken home,' they were compelled to use their resources and experience to enrich the lives of children growing up in the foster care system. They had no idea the impact this partnership would have on the lives of so many disadvantaged children. Last summer, Felix sent our 1,000th child to Camp Felix, an overnight camp in Putnam Valley, NY designed to meet the unique needs of youth in foster care. Felix also sponsors Camp Felix West, a camp serving Los Angeles based foster youth and offers programs to help foster children in New York City reach their dreams throughout the year."
He's sold over 1,000 t-shirts and hoodies so far, with a number of options available ranging from $19.99 to $32.99.
Represent has been pairing celebrities and charities for a while, but geek culture has been a huge boon to the business model, so to speak. When Stephen Amell's campaign passed 8,700 shirts sold, Represent said that it was the most successful campaign ever, passing one by comedian and actor Will Ferrell. Amell ended with at least 60,000 t-shirts sold and, after launching a pair of 48-hour supplemental campaigns to meet fan demand, surpassed $1 million for F--k Cancer.