Timberland tires, created by Omni United (S) Pte. Ltd. and Timberland LLC, earned runner-up recognition as a sustainable innovation during the Ethical Corp.'s Sixth Annual Responsible Business Awards Sept. 25.
The products were highly commended in the sustainable innovation category. The premium line of tires were purposely designed and made to be recycled into Timberland footwear at the end of their life on the road, creating a more sustainable lifecycle for rubber. The contest considered how a company demonstrated incorporation of sustainability into commercial objectives, or applied it in addressing a business challenge.
The 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.”
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 tires and footwear were unveiled on the first day of the 2014 Specialty Equipment Market Association (SEMA) Show.
The tire and footwear industries are two of the largest users of virgin rubber. The majority of tires on the market today have a limited life span; ecologically-sound disposal at the end of that life span presents yet another challenge. Timberland and Omni United envisioned a partnership whereby they are creating a more sustainable lifecycle for rubber.
Timberland tires represent a new model in tire innovation: a sustainable, tire-to-shoe lifecycle. Positioned at the premium end of the market, Timberland tires are designed and created for superior performance and safety on the road. The tires will be made in the U.S. (using both domestic and imported materials) and feature a rubber formulation that is appropriate for the recycling of the tires at the end of their useful life into Timberland shoes.
The Timberland tires product line provides market coverage in three categories. The Timberland CROSS tire (for small SUVs and crossover vehicles) is available in 35 sizes. The Timberland A/T tire (for trucks and large SUVs) will be available in October 2015 in 30 sizes, and the Timberland TOUR tire (for cars) will be launched in 2016 in at least 25 sizes. This will round out the Timberland tires portfolio, giving it three distinct lines with 90+ sizes covering about 75% of the North American passenger vehicle market.
For more information about Timberland tires, visit www.timberlandtires.com.
