etnies is fighting for our planet. We skate, surf, snowboard and ride BMX all on our ONE planet. It's all we have and we want to keep it healthy so we can keep doing what we love. Now, etnies' green path to a healthier planet is continuing by creating a brand new forest of more than 35,000 trees through its "Buy a Shoe, Plant a Tree" project. It's simple, for every pair of Jameson 2 Eco shoes sold, we will plant one tree in Costa Rica in what will become the etnies Rainforest. We never thought we'd have our own rainforest, but with your help, this green goal is coming true. The etnies Rainforest will absorb approximately 6,930 tons of CO2 from the Earth's atmosphere throughout the trees' lifetime. To put it visually, this represents 465,051,360 etnies shoe boxes worth of CO2, placed end-to-end and wrapped around the earth more than three and a half times.
We're not planting this forest alone. etnies is teaming up with one of the native tribes in Costa Rica called the Maleku and a reforestation organization, La Reserva Forest Foundation, to make it happen. It all started when Pierre-André Senizergues, etnies' CEO and visionary behind etnies' eco initiatives, met with government leaders in Costa Rica in 2007 and learned about their commitment to making the country carbon neutral by 2021—one of the first developing countries to make this pledge. Pierre had an instant connection as his company is the first in the action sports industry to make the commitment to be carbon neutral by 2020.The wheels were set in motion and fast-forward to today, etnies, the Maleku and La Reserva are working hand in hand to reach one goal.
With La Reserva Forest Foundation in Costa Rica, etnies' "Buy a Shoe, Plant a Tree" project will help the Maleku (known as "guardians of the forest") reforest their land that was depleted due to cattle farming and a vicious rubber-tree war, while helping Costa Rica reach its carbon neutral goal. In return, etnies is living up to Pierre's vision. Starting in March 2011, Pierre, along with an etnies team, will travel to Costa Rica to begin planting the etnies Rainforest hand-in-hand with the Maleku and La Reserva Forest Foundation in Costa Rica. One company, one shoe, one tribe, one foundation, one planet … one step at a time. Together we can take these BIG steps to create a healthy world where we can keep on riding.