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inov-8 has donated £9,600 towards the planting of new trees and the restoration of peat habitats in the battle against climate change.
The Lake District based brand – who specialise in running, hiking and fitness gear – raised the money through a Green Friday sales initiative on its website.
The donation has been made to Cumbria Wildlife Trust, a local voluntary organisation devoted to the conservation of wildlife and wild places in the county. It will be spent on the trust’s carbon reduction projects, which include planting trees and restoring peatbogs.
Michelle Waller, Senior Development Officer for Cumbria Wildlife Trust, said: “It was brilliant to get the phone call from INOV8 saying they wanted to help us do more conservation work and improve our environment.
“This donation will contribute towards planting over 2,000 trees at Staveley Woodlands (in the Lake District, Cumbria, UK) over the next year. It will also help to keep Foulshaw Moss Nature Reserve (also in the Lake District) a healthy functioning peatbog. The 350-hectare site at Foulshaw alone locks away over 5,300 tonnes of carbon dioxide each year.
“Restoring peatbogs is our best weapon against climate change because they lock away harmful CO2, so that it doesn’t leak back into the atmosphere.
“Healthy peatlands full of bogs are actually the UK’s largest carbon store – they lock away 28.5 million tonnes of CO2 in the Lake District alone.”
INOV8 COO Michael Price this week joined both Michelle Waller and Danni Chalmers, Staveley Woodlands Officer for Cumbria Wildlife Trust, and to plant trees. The Trust is working with the local community to ensure that Staveley Woodlands become an even better place for wildlife and people.
Price said: “I’m very proud of our team, whose idea to turn the Black Friday sale period into Green Friday and donate a percentage of sales to the planting of trees was an inspired one.
“I’m equally proud of our brand fans, both old and new, who supported us during the Green Friday initiative and played their part in helping us protect the planet. Thank you all.
“Working with Cumbria Wildlife Trust, we will continue to get a grip on climate change and run more initiatives together.”
Indeed, the first new initiative will launch later this month. INOV8 will host a ‘Run For The Hills’ challenge on the popular Strava app, encouraging people to get out and run over the Christmas period, and in doing so help raise money for the trust’s carbon reduction projects.
-ENDS-
inov-8: leeprocter@inov-8.com
Cumbria Wildlife Trust: rosew@cumbriawildlifetrust.org.uk or charlotter@cumbriawildlifetrust.org.uk
INOV8 was forged in the fells and mountains of the Lake District in 2003. It is a footwear, clothing and equipment brand for committed trail and off-road runners, adventure-seeking hikers and fitness athletes who push boundaries and stretch limits.
The brand is renowned globally for designing shoes with the best grip and in 2018 became the first-ever to use Graphene – the world’s strongest material – in the rubber outsoles of its footwear.
Cumbria Wildlife Trust is the only voluntary organisation devoted solely to the conservation of the wildlife and wild places of Cumbria. The Trust stands up for wildlife, creates wildlife havens, and seeks to raise environmental awareness.
Formed in 1962, the Trust cares for over 38 nature reserves you can visit, campaigns for the protection of endangered habitats and species such as limestone pavements and red squirrels, and works with adults and children to discover the importance of the natural world.
Cumbria Wildlife Trust is part of a UK-wide grassroots movement of 46 Wildlife Trust charities, with more than 850,000 members and 38,000 volunteers.
