DAYTON, Tenn. — Nokian Tyres P.L.C. is collaborating with POWDR resorts to plant a tree for every ski pass sold at select POWDR resorts in the U.S.
For the third straight year, the two entities said they will plant a tree for every 2023-24 season pass sold at a discount rate at participating resorts. The program only applies to those season passes purchased when the discounted price is offered.
Nokian Tyres said that in the first two years of the "Buy a Pass. Plant a Tree. Play Forever" program, hundreds of acres of deforested land has been resorted, supporting efforts to combat soil erosion, the effects of a beetle epidemic and the degradation of riparian areas across the U.S.
"As ski and snowboard season approaches, we're excited to join POWDR in helping make journeys to the slopes safer and support our journey to a safer world," Nokian Tyres North America Director of Marketing Hans Dyhrman said. "It's great to see so many winter sports enthusiasts join us in this mission."
POWDR Vice President of Partnerships Meghan Matschke called it wonderful "to be able to see a real, direct impact in forests that need our reforestation support the most, and we hope to make a meaningful impact with this year's trees as well."
POWDR's Play Forever sustainability initiative has resulted in millions of dollars in contributions inside the communities where the company operates, thousands of pounds of trash and plastic collected annually through recycling programs and mountain cleanups, and millions of kilowatt-hours of electricity harnessed each year by solar energy at its resorts.
Nokian's North American factory in Dayton is the only tire production facility in the world to earn LEED v4 Silver certification, as 100% of production waste at the factory is recycled or reused.