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NATURE NEEDS HEROES

Global outdoor lifestyle brand Timberland recently announced a new commitment to plant 50 million trees around the world by 2025 as part of its pursuit of a greener future. This bold goal builds on Timberland’s longstanding commitment to make products responsibly, strengthen communities, and protect and enhance the outdoors. One key area of focus has been tree planting; since 2001, the brand has planted more than 10 million trees worldwide. 

According to new research led by Swiss University ETH Zürich, the restoration of trees remains among the most effective strategies for climate change mitigation, and a worldwide planting program could remove two-thirds of all the emissions that have been pumped into the atmosphere by human activities. Trees help to clean air by removing carbon and releasing oxygen into the air; cool the air through evaporation; prevent erosion and save water, and more. Over the next five years, Timberland will support multiple re-forestation initiatives around the world in support of a greener future.

“At Timberland, we’re conscious of the impact our modern way of life has on the planet. And we believe as a global lifestyle brand, and as individuals, we have a responsibility to make it better,” said Jim Pisani, global brand president, Timberland. “Trees and green spaces help improve the quality of our planet as well as individual wellbeing. Our commitment to plant trees is a real, measurable way to act upon our belief that a greener future is a better future. We encourage people everywhere to join the movement by taking their actions - small or large - to be heroes for nature."

To kick off its pledge, Timberland has launched its largest-ever global campaign, “Nature Needs Heroes,” calling on consumers around the world to join the movement by taking simple, small actions for a healthier planet. Harnessing the brand’s passion for nature and the energy of fashion, the campaign celebrates 12 eco-heroes who are making lasting, positive change for the environment and their communities. Each hero dons new styles from the fall 2019 collection, with city greenscapes as the backdrop.

The brand will also engage the global community to be heroes for nature through a series of tree planting and greening events.

“We are committed to continue inspiring and equipping the world to step outside, work together and make it better.  And continue driving our core business pillars of designing better products, contributing to a greener world and building stronger communities. We all have a responsibility to help preserve our world,” said Moosa Mayet, Managing Director at Timberland South Africa.

The product arm of the mission aims to almost completely reduce environmental impact from various productions; the environment element is a strong commitment to reforestation and reappropriation of green areas in cities; the community goal aims to engage Timberland employees in beneficial community activities.

Africa is one of the most rapidly urbanizing continents, and the demand for everyone to be environmentally conscious is escalating. To learn more about Timberland’s tree planting commitment and Nature Needs Heroes campaign, visit www.timberland.com.

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