NEW YORK — MBT, based in Venice, Calif., is co-sponsoring the Bicycle for a Day event on Sept. 20. Its participation is part of the brand’s month-long “30 Reasons to Walk” campaign, designed to motivate consumers to get on their feet and moving.
BFAD, a non-profit, global initiative founded by actor Matthew Modine, is designed to educate and inspire individuals to take action to reduce global warming. During the New York event, MBT will encourage consumers to ride a bicycle, or walk, rather than use gas-powered motor vehicles in order to reduce their carbon footprints.
As part of the official BFAD festivities, MBT will host an interactive group walk led by former Olympian and MBT Pro Sharon Seagrave. MBT will offer its footwear for the walk to the first 100 people who arrive at the start point. The company will also have a tent at the BFAD Festival at the South Street Seaport for people to stop by for a test walk in MBTs and enter to win a pair.
As part of MBT’s own “30 Reasons” campaign, there will be in-store promotions, Web-based initiatives, radio partnerships and contests. Promotions include giveaways of water bottles and gift cards, as well as partnering with eMusic.com to give visitors to MBT30Reasons.com an opportunity to vote for their favorite walking songs and download the 30 best for free.
In addition, in conjunction with Watson Adventures, MBT is hosting scavenger hunts on Sept. 27 in key markets, with participants able to test MBTs and compete for prizes.