Today is L.L.Bean's 100th anniversary in business, which the Maine-based outdoor outfitter is marking by bringing a giant version of its iconic boot to the Big Apple and a gear giveaway on Facebook. But with the bootmobile now making its way back to Maine, the brand is celebrating with a more meaningful effort beyond a cute photo opp in Times Square. corporate citizenship initiative.
The retailer, inspired by research from the National Park Foundation that shows 60% of American kids spend less than an hour a day outside, today kicks off Million Moment Mission, an initiative ("You Share. We Give. Kids Win") to encourage families to get outside and share outdoor experiences.
L.L.Bean is pledging to donate $1 (up to $1 million) to the National Park Foundation for every "outdoor moment" Americans share online or by attending one of L.L.Bean's many outdoor events this year, with its website promoting "100 years with 100 adventures" via its Outdoor Discovery Schools program.
The funding from L.L.Bean will support the National Park Foundation's "America's Best Idea" program, connecting diverse, underserved and under-engaged audiences in local communities to national parks. L.L.Bean is also offering a newly expanded curriculum of outdoor recreation excursions for families and individuals through its growing Outdoor Discovery Schools.
"These findings show a concerning trend," says Neil Mulholland, President and CEO of the National Park Foundation, the official nonprofit of America's national parks. "Families spend more time inside and miss out on the physical and emotional benefits of being outdoors. National parks are an accessible resource to remedy this issue, and winter is a great time to visit on the nearly 400 national parks in the system."
For its 100th anniversary, the company plans to focus efforts on creating events and activities that encourage young people to participate and enjoy outdoor sports. To help encourage American youths and families to get outdoors, the retailer also announced a multiyear partnership with Olympic gold medalist turned pro snowboarder Seth Wescott, who will serve as a brand ambassador and work with L.L.Bean outerwear product developers to provide insights on new designs and conduct product testing. Wescott will make appearances on behalf of L.L.Bean as the company celebrates its 100th anniversary in 2012.
According to Bean's press release, "A native of Farmington, Maine, Wescott recently returned from a backcountry adventure in Antarctica where he explored challenging terrain while product testing L.L.Bean outerwear in preparation for his 2011-2012 season."
"Seth and L.L.Bean share many of the same values - a love and respect of the outdoors and a passion to educate and inspire youth to enjoy the outdoors," said L.L.Bean Chief Marketing Officer Steve Fuller. "He will be a great brand ambassador both here in Maine and around the world."
"I grew up in Maine and with L.L.Bean," commented Wescott. "As a Mainer, I'm proud to be associated with a Maine brand that has always been associated with quality, outdoor recreation and healthy active living." The partnership between L.L.Bean and Wescott also includes support of one of his charitable initiatives, Level Field Fund, which helps bridge the gap in funding for uniquely talented athletes. L.L.Bean will contribute to Level Field Fund - Maine in an effort to help fund talent and fuel dreams of Maine's aspiring athletes in need of assistance.
And not to waste its 16-foot high birthday gift, Bean's Bootmobile will be hitting the road and attending the brand-sponsored events throughout the 100th anniversary year.
| Privacy Policy | About Us | Contact Us | FAQ 
