As a child, I spent many days running around dealerships and car lots, as my family was part of the automotive industry for over 35 years. I witnessed that industry buckle and crumble before my eyes as the old guard stood still and refused to embrace change. The other day, a friend of mine put me onto a new initiative fueled by Timberland that adds innovation to the monolithic automotive industry.
Timberland Tires will be the first line of tires purposely created to be recycled into footwear outsoles after their journey on the road is complete. After the tread wears out, the tire lives on, and then recycled into Timberland footwear. Timberland Tires will encompass three distinct product lines: the Timberland CROSS tire engineered for small SUVs and crossover vehicles, the Timberland A/T tire for trucks and large SUV’s as well as the Timberland TOUR tire for cars.
Housed under the Timberland and Radar Tires brands, this partnership was birthed when sustainability leaders from both brands came together to address a longstanding shared concern for sustainability. Timberland Tires represent a new model in tire innovation: a sustainable, tire-to-shoe lifecycle designed and created for superior performance and safety on the road. The tires will be made in the U.S., and brings the tire-to-shoe continuum to life, establishing an industry-first tire return/chain of custody process. This ensures that the tires go directly to dedicated North American recycling facilities to begin their path toward a second life as part of a Timberland product. Timberland Tires will be sold initially in the United States at leading national and regional tire retailers, as well online at TimberlandTires.com and as an added bonus, when you register your tires you’ll receive a 10% discount on all Timberland.com purchases for an entire year.