NASHVILLE, Tenn. (March 1, 2023) – Bridgestone Americas (Bridgestone) today announced its Firestone collaboration with Tread Lightly!, a national nonprofit organization with a mission to promote responsible recreation through stewardship programs and ethics education. Together Firestone and Tread Lightly! will promote responsible and sustainable off-roading through cross-brand marketing and other activities to ensure Americans’ continued access to our nation’s natural spaces.
“Designed for superior off-road performance, Firestone Destination all-terrain and max-traction tires are developed to tackle virtually any kind of terrain. That’s why it’s so important that our employees, customers and partners have the tools they need to adventure off-road responsibly,” said Merritt Gilbert, Director of Consumer Marketing, Bridgestone Americas. “Through Tread Lightly! trail cleanups and conservation efforts, Firestone is excited to improve and protect America’s trails for future generations.”
The collaboration will kick off with cross-brand social media posts and newsletters. Tread Lightly! will train Firestone staff, agency partners, brand ambassadors, and others on the organization’s philosophies, principles, and practices. Firestone will host Tread Lightly! team members on its Destination events throughout the calendar year, continuing the off-road ethics education curriculum. During the partnership, Tread Lightly! members will be eligible for rebates on select Firestone Destination products.
“We are honored to have Firestone join the Tread Lightly! mission and share the message to promote responsible, off-road recreation,” said Matt Caldwell, Tread Lightly! Executive Director. “The Tread Lightly! Team works hard to do our part to ‘Protect the Adventure’ and it’s great to have a brand like Firestone join us in those efforts.”
For helping you conquer your next great adventure, whether it takes you down the highway or off the beaten path, dependable and durable Firestone Destination tires are built with the toughness to tackle virtually whatever the weather or terrain throws your way.
The Firestone partnership with Tread Lightly! is part of the company’s vision to provide customer and social value as a sustainable solutions company. At the heart of this is the Bridgestone E8 Commitment – the broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, customers, and future generations in eight focus areas. The Tread Lightly! Partnership is an example of “Emotion,” “Empowerment” and “Ecology,” focused on enthusiast tires and the responsible use of them to preserve nature for future generations to enjoy.
