Honolulu, HI – In an effort to plant 500,000 trees by the end of 2016 as part of its “Tea Tree The Green Takeover” campaign, John Paul Mitchell Systems will plant 30,000 trees with its partner Reforest’Action on behalf of every XTERRA triathlete and trail runner taking part in the XTERRA America Tour this season, and create opportunities for thousands more in the XTERRA community to get involved.
“The Live More lifestyle that XTERRA embodies, and the fundamental belief in taking care of the environment are important to us, and I know it’s important to XTERRA athletes,” said Julie Solwold, the Vice President of Global Sports and Events for John Paul Mitchell Systems.
On Earth Day, April 22, 2015, Paul Mitchell and Reforest’Action will start planting thirty-thousand trees in Peru on behalf of all U.S. XTERRA athletes, and Paul Mitchell is inviting all XTERRA athletes, race directors, families, and friends to plant an additional free tree by using the code XTERRAME at http://xterra.co/PMreforest.
Join The Green Takeover conversation online. Spread the word about Paul Mitchell’s mission and your contribution by posting our Green Takeover graphic, or upload your own image with the hashtag #GreenTakeover and don’t forget to tag @PaulMitchellUS.
“The XTERRA Tribe cares about nature and preserving it, and preventing global warming and deforestation,” said Janet Clark, XTERRA President. “I think we’re all very lucky to have Paul Mitchell in our corner, activating for our environment and that of future generations.”
Paul Mitchell’s eco-inspired Tea Tree brand has long supported healthy forests, and for the second straight year in conjunction with Reforest’Action – a Paris-based environmental organization that plants trees worldwide to reforest areas in need –will plant Maya Nut trees in San Martin Province, Peru.
Located in the upper part of the Peruvian Amazon rainforest, San Martin Province is being deforested due to logging, mining, agriculture and an influx of settlers. While tropical forests like these only take up 6% of the world’s surface, they house an enormous volume of plant and animal life—approximately one half to three-quarters.
The Tea Tree Green Takover program will also serve to sequester more than 85,000 tons of CO2 during the trees’ lifetime, support rainforest conservation, benefit local communities through better health and nutrition, and protect soil from depletion and erosion caused by deforestation.
Paul Mitchell is the longest-tenured sponsor in the history of XTERRA, with the relationship dating back more than 20 years. The 2015-2016 Paul Mitchell XTERRA Trail Run Series will feature more than 100 runs in 20+ states across the U.S. ranging from 5 kilometers to 50 kilometers. Paul Mitchell is also a presenting sponsor of the 2015 XTERRA America Tour, Asia-Pacific, and World Championships.
About John Paul Mitchell Systems
John Paul Mitchell Systems®, a top manufacturer of salon-only professional hair care products, has been serving the professional beauty industry for over 30 years. The company currently produces over 150 professional and consumer products (including the brands Paul Mitchell®, MITCH®, Awapuhi Wild Ginger®, Tea Tree, Paul Mitchell® Pro Tools™, and Neuro™ Tools) that have won over 45 beauty awards. John Paul Mitchell Systems products are sold through distributors to over 100,000 hair salons in North America, and internationally, to thousands of hair salons in 84 countries. John Paul Mitchell Systems offers complementary education to stylists through a national network of over 1,000 educators, and Paul Mitchell Schools trains over 10,000 future professionals in over 100 locations nationwide. John Paul Mitchell Systems does not test its products on animals, nor has it ever done so. In accordance with CEO John Paul DeJoria’s motto, “Success unshared is failure,” The company has a strong commitment to giving back, supporting a wide range of philanthropic causes both domestically and internationally. For more information, please see our website http://www.paulmitchell.com or visit us on Facebook, YouTube and Twitter. For more information about Paul Mitchell® Tea Tree, please contact Lindsey Provost at 310.248.3888 or visit PaulMitchell.com.
Among the leading reforestation organizations in the world, Reforest’Action is a social business that enables companies to concretely act in favour of the environment thanks to an unequalled model. On reforestaction.com, a unique web platform, companies, their colleagues and clients plant trees in Senegal, Peru, India, Guatemala or France. They measure the social and environmental benefits and share this experience on the social media. Since its creation in 2010, Reforest’Action has planted more than 460,000 trees and generated a positive impact on the livelihood of more than 10 000 people. For more information, please see our website, http://www.reforestaction.com.
About TEAM Unlimited/XTERRA
TEAM Unlimited is a Hawaii-based television events and marketing company, founded in 1988. It owns and produces XTERRA and in 2015 will offer more than 300 XTERRA off-road triathlon and trail running races in 30+ countries worldwide. In addition, TEAM TV has produced more than 350 adventure television shows since 1990. View samples at www.xterra.tv, and learn more at xterraplanet.com, xterratrailrun.com, and xterraasiapacific.com.