Timberland’s tyre-to-shoes project wins award


Timberland Tires received recognition at Ethical Corporation’s Sixth Annual Responsible Business Awards ceremony held in London as runner-up for the “Sustainable Innovation” category last September 25.

Timberland was awarded for the launch of Timberland Tires; a premium line of tyres purposely designed and made to be recycled into Timberland footwear at the end of their life on the road, creating a more sustainable life cycle for rubber.

The awarding judges noted: “Timberland has launched a highly innovative partnership into a new commercial segment with sustainability underlying its business venture. The Judges look forward to seeing results and impact next year.”

The award goes to the company that most clearly demonstrated incorporation of sustainability into commercial objectives, or applied it in addressing a business challenge. The winner showed that they have created a definitive new product that has been incorporated into operations across the company.

Timberland and Omni United first conceived this partnership three years ago, when sustainability leaders from both brands came together to address a longstanding-shared concern. The tyre and footwear industries are two of the largest users of virgin rubber.