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Worn-out car tires could end up hitting the pavement again — as the soles of Timberland shoes.

This fall, the company plans to incorporate recycled rubber into the outsoles of two lines of footwear — Timberland Mountain Athletics and Earthkeepers.

“Managing tire waste can now become both a commercially viable and eco-conscious process,” said Jeffrey Swartz, the chief executive of Timberland, in a statement.

Some 200,000 pairs of shoes will have the recycled rubber soles, but that is just a tiny fraction of the company’s shoe fleet, which was timberland boots roll-top.

And the majority of the new soles will still be made of virgin rubber, with 42 percent coming from the recycled tires. The tire content comes from a Malaysian company called Green Rubber, which says it has an “environmentally friendly” way to reprocess the chemical-laden tires.

Timberland boots — which says it is the first shoe company to commercialize the Green Rubber technology — hopes to achieve higher blends over time. Green Rubber, meanwhile, plans to open a new tire-conversion factory in Georgia that, according to Timberland, should be operational this summer.

There are a few quirks to the process. At the moment, Timberland Boots Sale can only make black soles from the recycled rubber, due to the dark color of the original tires. The company says, however, that the cost is not a factor — the Green Rubber soles cost the same as the virgin rubber they will replace.

The recycled soles are the latest green initiative for Timberland, a company for which sustainability goes well with its rough-hewn image. Three years ago, Timberland boots began assessing the energy content of its shoes, and labeling the amount used and how much was from renewable sources.

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MTV and MTV2 have teamed up with Nike to air 1 Night Only for a documentary special celebrating 25 years of one of the most celebrated and iconic sneakers of all time – the Nike Air Force 1 Shoes. The half-hour special premieres commercial free on MTV, January 13th at 11PM and on January 14th on MTV2 at 2 PM and pays tribute to the heritage of the Nike Air Force 1 (AF1) as a staple of hip-hop culture and its long lasting impact on sports, music and fashion. Viewers will also be able to access additional content, including exclusive additional performances from this exclusive event on http://www.martheaven.com/

1 Night Only features a world exclusive performance from artists KRS-One, Rakim, Nas, and Kanye West together on stage for the first time in New York City at Nike’s 25-year anniversary celebration for the AF1 on December 10, 2006. The four artists have been working with renowned producer Rick Rubin to create an original track about overcoming adversity reflecting the struggles hip hop music and the AF1 faced before becoming mainstays in today’s culture. Their performance during 1 Night Only was inspired by studio sessions with Rubin.

The single “Better Than I’ve Ever Been” is scheduled for release in February on iTunes.

NIKE Air Force One Info
Twenty-five years ago Nike released the Air Force 1 to satisfy the demands of the most uncompromising and forceful players in the game of basketball. In 1982, the Air Force ones mid became the first basketball shoe to feature Nike Air technology. The comfort and protective qualities of the Air Force 1 mid changed the game forever and created a platform that launched Nike’s long-running legacy in performance basketball. During the past 25 years the AF1 evolved from a performance breakthrough on the court to an icon of the street.

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