Inov-8 will be donating 5 percent of online and in-store sales revenues generated from Nov. 15 to 29 to the Cumbria Wildlife Trust, which will use the funds to restore peatlands in and around the U.K.’s Lake District, where the running, hiking and fitness-gear brand is based. For Peat’s Sake, as it is calling the initiative, will include a “litter pick” on Nov. 26, the day of Black Friday. The event will be starting from The Forge, Inov-8’s store in Staveley, and involve several of the brand’s sponsored trail runners. Representatives from Cumbria will be on hand as well to discuss the charity’s work. In addition, Inov-8 has set up a JustGiving page for donations from the public.
According to Cumbria’s senior development officer, Michelle Waller, “healthy peatlands full of bogs are actually the UK’s largest carbon store – they lock away 28.5 million tonnes of CO2 in the Lake District alone.” Among the sites in view is 350 hectares of the Foulshaw Moss Nature Reserve.
Over the past year Inov-8 has donated £12,000 (€14,000-$16,000) to Cumbria to plant 2,000 trees at Staveley Woodlands, near its head office.
