Timberland Honored by WGSN and The Guardian for Timberland Tires Innovation

Jun 6, 2016 11:00 AM ET
On May 26, English singer Dougie Poynter presented Sagra Maceira de Rosen (center), a member of the Advisory Board for Omni United, and Nick Barber (right), director of apparel design for Timberland, with the WGSN Futures Award for Sustainable Design Team of the Year for Timberland Tires. The two organizations were honored for creating the first tires ever purposely designed and created for a second life within the outsoles of Timberland® footwear.

The tire and footwear industries are two of the world’s largest users of virgin rubber. Most tires on the road have a limited lifespan, and ecologically-sound disposal at the end of their useful life presents another challenge. Imagine if leaders from these industries helped address this issue by creating a more sustainable lifecycle for rubber?

Global outdoor lifestyle brand Timberland and tire manufacturer Omni United have done just that. The two worked together to create the first tires ever purposely designed and created for a second life. When the tread wears out, the tire lives on within the outsoles of Timberland® boots and shoes. The tires, which launched in April 2015, are made in the U.S. and feature a special rubber formulation – devised by chemists at Omni with input from Timberland – that results in fewer tires ending up in landfills and less virgin rubber used in footwear.

This unique collaboration between Timberland and Omni United is now being recognized for its breakthrough innovation. On May 26, the two were honored at the WGSN Futures Awards as Sustainable Design Team of the Year for Timberland Tires, for proving "a continued commitment to sustainable design." The Futures Awards recognize businesses that have pushed the boundaries within the international fashion industry, spanning 14 categories, including design, retail, marketing and digital.

“To be recognized by an organization as prestigious as WGSN for our efforts to bring environmentally considered products to life is incredibly rewarding,” said Margaret Morey-Reuner, director of strategic partnerships and business development for Timberland. “The honor is even more special when we are being recognized for an innovative, cross-industry collaboration that’s helping drive us to reach our sustainability goals, especially the use of more recycled, renewable and organic materials.”

Timberland Tires also made the shortlist for the 2016 Guardian Sustainable Business Awards in the Collaboration category. The awards honor businesses and organizations working together to break down traditional barriers in non-traditional ways that deliver truly sustainable outcomes.

To learn more about Timberland Tires, visit: www.timberlandtires.com