With the launch of the Collective Progress Initiative, Elevate Outdoor Collective’s (EOC) global brands – K2 Skis, K2 Snowboarding, Marker, Dalbello, Völkl, Ride Snowboards, Line Skis, Backcountry Access, Atlas Snow Shoe Co, Tubbs Snowshoes, Madshus and K2 Skates – are working hand-in-hand to eliminate waste and maximize the recyclability and reuse of all products, production methods, processes and packaging. The efforts are part of the new initiative that includes a three-pillar approach to sustainability and focuses on promoting innovation, access and well-being. As part of this mission, the Seattle-based brand has set ambitious targets for reducing carbon emissions: 50 percent by 2030, 80 percent by 2040 and 100 percent reduction (completely net zero) by 2050.
The three main pillars of Collective Progress are:
- Collective innovation to push the boundaries of product performance through research, development and design to enable unique consumer experiences while reducing the overall impact of gear produced by EOC brands.
- Collective access to outdoor experiences through community education and youth development with a focus on diversity, equity and inclusion.
- Collective well-being through spending time outdoors, which is fundamental to our health and well-being, mindfulness, and inspiration in our lives.
To preserve and protect nature for generations to come, EOC aims to drive sustainability and focus on the Collective Progress Initiative by streamlining its brands’ processes to preserve the environment that drives their passion – and that of their customers. “Sustainability must be at the core of everything we do,” said John Colonna, EOC’s CEO. “Through Collective Progress, we aim to preserve and improve the experience for generations to come and, with it, can unlock greater innovation across our brands, drive access to these sports, and foster well-being through our customers and employees.”
To this end, the EOC brands are tackling four areas to reduce their climate impact across the entire portfolio with immediate effect: Product, Production, Packaging and Processes.
- Product: EOC brands are pioneering innovative technologies and materials such as Bio Resin, Green Core, Pebax Rnew, Wend Natural Wax and FSC-certified wood cores for skis and snowboards.
- Production: EOC factories use solar and wind energy, recycled wood waste and reclaimed water to reduce emissions and waste in production.
- Packaging: EOC brands are eliminating single-use plastic wherever possible and switching to FSC-certified, recycled paper-based material. Their goal is to use 100 percent recyclable or bio-based packaging by 2025.
- Process: EOC brands are implementing and driving new processes, including material reduction, reduced air freight and improved digital capabilities.
To enhance impact, EOC works with several third-party partners that regulate and promote best practices in the outdoor industry. These include the Higg Index, the Forest Stewardship Council (FSC) and Climate United, which help EOC and other outdoor companies objectively measure and report their progress.
As EOC strives towards its net-zero emissions goal, Colonna notes, “We hope these audacious goals can be a driver for our industry. The passion and love that our teams have for the places we play are undeniable, and we’ll be bringing that energy to our collective mission. It is empowering to feel the excitement from our team as this platform brings together the things that we care about most.”
