The same brand is moving to the Pinnacle: to become a Pinnacle Member of the Conservation Alliance, that is. In this new stratum Merrell is making a commitment to give $100,000 a year to help support the Conservation Alliance's grants program. The alliance is a group of outdoor businesses that supports grass-roots environmental organizations and conservation efforts of outdoor recreation areas. Since it was founded, it has given more than $8.8 million to conservation projects, protecting more than 50 million acres of land and 17,700 miles of rivers.