From Tires to a Lifestyle Brand: Recycled Tire Rubber in Footwear Industry

Global lifestyle brand Timberland and tire manufacturer and distributor Omni United are collaborating for the creation of a co-branded line of tires under the Timberland and Radar Tires brands. Timberland Tires are the first tires ever purposely designed to be recycled into footwear outsoles after their journey on the road is complete. By being the first of their kind and setting new standards for sustainable innovation in the tire industry, Timberland Tires are designed for “a new generation of drivers looking for performance, style and sustainability”.

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As respected innovators in their fields, Timberland and Omni United envisioned and brought to life a partnership whereby they are creating a more sustainable lifecycle for rubber. “Our partnership with Omni United marks a new day for the tire and footwear industries,” said Stewart Whitney, president of Timberland. “An outdoor lifestyle brand and an automotive industry leader may, at first blush, seem unlikely partners – yet our shared values have given birth to tires that express a lifestyle, deliver performance and safety, and prove that sustainability can be so much more than a theory. It’s this kind of cross-industry collaboration that’s fueling real change and innovation in the marketplace.”

“Timberland Tires is the first tire brand to embrace a holistic approach. With Timberland Tires, drivers can be confident that their tires will perform, while also making a statement that expresses their lifestyle and values” said G.S. Sareen, president and CEO of Omni United.
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 are produced 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, rather than alternatives such as being used for tire-derived fuel or ending up in landfills.

“DESIGNED FOR PERFORMANCE. MADE FOR SUSTAINABILITY. CREATED WITH STYLE.”timberland-tires_omni-united-introduces-timberland-tires_the-tire-lives-on_details

“Omni United and Timberland are taking an entirely different view of sustainability by designing Timberland Tires for a second life from the outset. That is one of the reasons why establishing a take-back and recycling program before the first tire is sold – and choosing an appropriate rubber formulation for recycling the tires into footwear – is so critical,” said Sareen. “Our intent is to capture every worn Timberland Tire and recycle it for a second life, so none is used as fuel or ends up in a landfill.”

To bring the tire-to-shoe continuum to life, Timberland and Omni United have established an industry-first tire return/chain of custody process, to ensure the tires go directly to dedicated North American recycling facilities to begin their path toward a second life as part of a Timberland® product.

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The key steps include:
· Tire retailers will set aside used Timberland Tires for recycling after consumers purchase new tires to replace their worn out tires.
· Omni United is partnering with Liberty Tire Recycling and its network of tire collection and recycling firms to sort and segregate the Timberland Tires at the companies’ facilities.
· The used tires are be shipped to a North American tire recycling facility where they get recycled into crumb rubber.
· The crumb rubber is processed further into sheet rubber for shipment to Timberland outsole manufacturers.
· The rubber gets be mixed into a Timberland-approved compound for outsoles that ultimately gets incorporated into Timberland® boots and shoes. This blended compound must meet the company’s exacting standards for quality and performance, as well as its stringent compliance standards.
The Timberland Tires product line provides market coverage in three categories – the Timberland CROSS tire (for small SUVs and crossover vehicles) available in 21 sizes, expanding to 35 sizes by September 2015, the Timberland A/T tire (for trucks and large SUVs) available in 30 sizes, and the Timberland TOUR tire (for cars), which 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 percent of the North American passenger vehicle market.

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Timberland Tires will be sold initially in the United States at leading national and regional tire retailers, as well as online through a state-of-the-art e-commerce platform (www.timberlandtires.com ). Consumers can visit the Timberland tire website, enter their vehicle information or tire size, and see tire availability, the company said. If tires are not available for the vehicle requested, a notice will appear letting the consumer know if or when the tires will become available in the marketplace.
With warranties targeting 50,000 to 80,000 miles depending on tire model, Timberland and Omni United anticipate that the first lot of returned Timberland Tires will be ready for recycling in late 2017. Until a critical mass of supply comes in, Timberland and Omni United are seeking alternative recycled rubber compounds for a special collection of Timberland® boots with outsoles inspired by the treads on Timberland Tires. These boots are slated to launch in fall 2016.

For more information about Timberland Tires, visit www.timberlandtires.com.

About Timberland
Timberland, a brand of VF Corporation (NYSE: VFC), is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, and Timberland Boot Company® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. Timberland® products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online. Timberland’s dedication to making quality products is matched by its commitment to “doing well and doing good” – forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com.

About Omni United / Radar Tires
Omni United is a tire designer and manufacturer. The company offers a complete range of passenger car, SUV, truck, bus and farms tires marketed under its own brand names: Radar Tires, Birla, Goodride, Roadlux and Speedways. Omni United was founded in 2003 by entrepreneur G.S. Sareen and is headquartered in Singapore. As a reliable business partner with innovative products, unparalleled customer service and logistics solutions, Omni United plays an important role in supplying value-for-money products to consumers in more than 80 countries worldwide. Omni United is proud to have its Radar Tires brand declared Carbon Neutral in 2013. In the United States, the company does business as Omni United USA and currently has products sold in more than 1,000 retail outlets nationwide. Further information on Omni United is available by calling 1-855-906-6646, by emailing info@omni-united.com or visiting http://omni-united.com. For further information about Radar Tires, please visit http://www.radartires.com

Article sources:

http://www.rubbernews.com/
http://www.prnewswire.com/

Images sources:

Laughlin
Timberland

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