In an effort to plant 500,000 trees by the end of 2016 as part of its ‘Tea Tree The Green Takeover’ campaign, John Paul Mitchell Systems will plant 30,000 trees with its partner Reforest’Action on behalf of every XTERRA triathlete and trail runner taking part in the XTERRA America Tour this season. The partnership will also create opportunities for thousands more in the XTERRA community to get involved.
“The Live More lifestyle that XTERRA embodies, and the fundamental belief in taking care of the environment are important to us, and I know it’s important to XTERRA athletes,” said Julie Solwold, Vice President of Global Sports and Events for John Paul Mitchell Systems.
On Earth Day, 22 April 2015, Paul Mitchell and Reforest’Action will start planting thirty-thousand trees in Peru on behalf of all US XTERRA athletes, and Paul Mitchell is inviting all XTERRA athletes, race directors, families, and friends to plant an additional free tree by using the code XTERRAME at xterra.co/PMreforest.
Athletes are encouraged to join The Green Takeover conversation online to spread the word about Paul Mitchell’s mission and make a contribution by posting the Green Takeover graphic, or uploading their own image with the hashtag #GreenTakeover; tagging @PaulMitchellUS.
“The XTERRA Tribe cares about nature and preserving it, and preventing global warming and deforestation,” said Janet Clark, XTERRA President. “I think we’re all very lucky to have Paul Mitchell in our corner, activating for our environment and that of future generations.”
Paul Mitchell’s eco-inspired Tea Tree brand has long supported healthy forests, and for the second straight year in conjunction with Reforest’Action – a Paris-based environmental organization that plants trees worldwide to reforest areas in need –will plant Maya Nut trees in San Martin Province, Peru.
Located in the upper part of the Peruvian Amazon rainforest, San Martin Province is being deforested due to logging, mining, agriculture and an influx of settlers. While tropical forests like these only take up 6% of the world’s surface, they house an enormous volume of plant and animal life—approximately one half to three-quarters.
The Tea Tree Green Takeover program will also serve to sequester more than 85,000 tons of CO2 during the trees’ lifetime, support rainforest conservation, benefit local communities through better health and nutrition, and protect soil from depletion and erosion caused by deforestation.
Paul Mitchell is the longest-tenured sponsor in the history of XTERRA, with the relationship dating back more than 20 years. The 2015-2016 Paul Mitchell XTERRA Trail Run Series will feature more than 100 runs in 20+ states across the US ranging from 5K to 50K. Paul Mitchell is also a presenting sponsor of the 2015 XTERRA America Tour, Asia-Pacific, and World Championships.
www.xterraplanet.com
www.paulmitchell.com
xterra.co/PMreforest
