Timberland Introduces ‘09 Earthkeeper Heroes
August 19 2009 - 1:43PM
Business Wire
Today The Timberland Company introduced its 2009 roster of
Earthkeeper Heroes , reinforcing its commitment to helping
individuals become catalysts of environmental movements around the
world. In partnership with Changents.com, Timberland is creating a
unique consumer engagement engine to "break" emerging eco-change
agents onto the global environmental scene.
The 2009 Earthkeeper Heroes – including an eco-photographer,
green “trendspotter” and freestyle swimmer -- are each channeling
their personal passion for the planet to create positive impact,
from the New England coast to the streets of New York to the urban
forests of London.
Timberland launched its Earthkeepers Movement in the summer of
2008 in an effort to engage 1 million consumers across the globe to
support environmental stewardship. Earthkeeper Heroes combines the
evolving stories of dynamic environmental heroes with a
cutting-edge social media experience. The result is an interactive
platform that connects this generation’s most exciting agents of
environmental change with people around the world who can help
them.
“Timberland is leveraging its worldwide brand influence,
marketing capacity and pro-environment credibility to enable these
eco-warriors to realize their full potential,” said Margaret
Morey-Reuner, Senior Manager, Values Marketing of Timberland. “As a
company that treasures the outdoors along with tens of millions of
people around the world, we want to address environmental issues in
ways that are led bottom-up by passionate individuals, their
solutions and their actions.”
The Earthkeeper Heroes are using blogs, photo galleries, Tweets,
videos, podcasts and other social media tools at
Changents.com/Earthkeepers to share their environmental stories
24/7 from the trenches in order to assemble worldwide support.
Timberland and Changents invite the public to follow their stories
online, interact directly with these emerging change agents and
become their “Backers” - online teammates whose actions, big and
small, help move an Earthkeeper Hero’s mission forward.
“As the leading Internet destination that connects incredibly
cool people who are changing the world with the people who help
them, we are really excited to be partnering with Timberland to
create highly original, entertaining gateways for the public to
engage with the Earthkeeper Heroes,” said Deron Triff, CEO and
Co-Founder of Changents.com. “We know Generation Y has a deep
desire to make a difference on their own terms, especially
alongside ‘larger than life’ personalities who inspire them.”
The inspiration for the Earthkeepers program stems from
Timberland’s environmentally and socially responsible operations
and philosophy. Timberland’s Earthkeepers™ product collection is
the pinnacle expression of the company’s commitment to
environmental sustainability. Timberland is committed to becoming a
carbon neutral company by cutting back emissions, using renewable
energy sources and supporting environmental projects exploring
alternative energy. Timberland continues to look closely at ways to
reduce the environmental impact of its products, reduce waste and
recycle. What’s more, Timberland will green 300 communities by 2010
and plant more than 100,000 trees this year — on track to a goal of
1 million new trees by 2010.
THE TIMBERLAND EARTHKEEPER HEROES
Christopher Swain, on Earth Day 2009, dove into the
frigid and dirty Atlantic ocean, beginning a 1,000 mile, 2-year
swim from New England to Washington D.C. — an eco-expedition
designed to find alternatives to the “unhelpful human activities”
(as Christopher likes to say) destroying our ocean habitats as a
result of water pollution. The public can follow Christopher’s
swim, communicate with him, and experience first hand what he sees
while freestyling through water contaminated with algae blooms, oil
slicks, trash, heavy metals, toxic chemicals, sewage and nuclear
waste... not to mention container ships, rip tides, rain, snow,
lightning, high winds and tiger sharks.
Sami Nerenberg and Nate Bastien (a.k.a. the
“Impact Designers”) are creating break-through, environmentally
friendly design solutions for impoverished and low-income
communities. Nate is creating a ‘Street Pack’ for the homeless made
entirely of scrap material otherwise headed to the landfill. Sami,
one of the youngest teachers to run a program at the Rhode Island
School of Design, is sending story dispatches from deep inside the
urban jungle where she is designing high impact, green “makeovers”
for environmentally-challenged homes as part of a community project
with inner city youth.
Andrea Bakacs is harnessing the power of photography to
deliver eco-messages. At just 29, Andrea is pointing her camera at
amazing pockets of nature worth saving and a host of green projects
sprouting from nooks and crannies across New York City. Ever seen
Manhattan’s eco-friendly composting nuns? How about a farm complete
with goats and chickens and cherry trees smack in the middle of the
east village—on a rooftop? What about the green movement’s
equivalent of graffiti artists—guerilla gardeners? Andrea is taking
the public along for a ride on her visual story of green NYC.
Cate Trotter (a.k.a. the “Green Insider”) is a
25-year-old sustainability trend-spotter and "greentrepreneur" with
the inside track on who’s leading the environmental revolution and
how to join them. Cate not only inspires individuals, but also
advises businesses on how to go green. She is sharing stories on
her journey to discover cutting-edge developments emerging from
London’s “green scene” including environmentally friendly design
break-throughs, eco-architectural feats, ethical fashion trends,
green technology innovations, and Gen Y eco-conscious culture
spanning from art to nightlife.
Mark Shearer and Nick Gardner (a.k.a. “Project
Dirt”) have combined their green hearts and business smarts to
develop a unique online community called Project Dirt. It connects
eco-conscious individuals with down-and-dirty urban greening
projects in London. With dozens of projects on the site and an
estimated 2,000 greening community projects eager to get on Project
Dirt, Mark and Nick are knee deep while sharing their urban
greening adventures and asking the public for help along the
way.
ABOUT TIMBERLAND
Timberland (NYSE: TBL) is a global leader in the design,
engineering and marketing of premium-quality footwear, apparel and
accessories for consumers who value the outdoors and their time in
it. Timberland® products are sold worldwide through leading
department and specialty stores as well as Timberland® retail
stores. Timberland’s dedication to making quality products is
matched by the company’s commitment to “doing well and doing good"
– forging powerful partnerships among employees, consumers and
service partners to transform the communities in which they live
and work. To learn more about Timberland, please visit
www.timberland.com. To learn more about Earthkeepers, please visit
www.earthkeeper.com.
ABOUT CHANGENTS
Changents (www.changents.com) connects exciting people who are
changing the world - Change Agents - with the people who help them.
The Changents social media platform empowers agents of change with
storytelling and fan-building tools that enable them to be
discovered and supported by “Backers” whose actions - big and small
- contribute to their Change Agent's success story. Since launching
in June 2008, Changents has helped Change Agents from around the
world generate hundreds of thousands of story views and team-up
with supporters to address a full range of social and environmental
issues.
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