The production company behind the Crave television adaptation of Rachel Reid's Heated Rivalry series has launched a real-world version of the Irina Foundation, a fictional nonprofit created by the books' main characters. The newly established Irina Foundation is dedicated to championing inclusivity and mental well-being through participation in sports and the arts, with a particular focus on LGBTQIA2S+ and underserved communities.

The foundation has already secured initial support from major partners, including an inaugural donation from Kate Spade New York and backing from Harry's. The initiative was inspired by the fictional foundation within Reid's Game Changer series and aims to translate the sense of belonging found within the fanbase into tangible real-world impact. The launch follows the recent commencement of production on season two of the Crave Original series, which is set to premiere in spring 2027, with an extensive cast including Justice Smith and Charlie Gillespie.