Initiative engages the action-sports community in efforts to curb climate change

For more information, contact Ricki Weisberg Ndege 202-412-3775 |
CHICAGO – Green For All – in partnership with the Dew Tour – today announced the launch of Protect the 360°, a campaign to engage and activate the action-sports community in efforts to curb climate change. The initiative is a direct response to fans' concerns over global warming and its impact on outdoor sports. "Climate change is real," said Dave Mirra, BMX legend. "It affects everything from snow quality to quality of life. But doing little things – like turning off your lights or riding your bike instead of driving – can add up to make a difference. I am doing my part and I hope fans will join me in doing theirs to protect the 360°." The Protect the 360° campaign includes an interactive website ( that provides simple, useful information about how people can make their lives greener. "Green For All works to educate new audiences about the benefits of going green," said Phaedra Ellis-Lamkins, CEO of Green For All. "2010 is the hottest year on record and we all have a part to play in curbing climate change." One of the website's features is a tool to determine how green one's lifestyle is right now. By completing the "Tread Lightly" survey, fans immediately enter to win gear signed by the Nike 6.0 BMX team. Verizon Wireless subscribers can also text PROTECT360 to 2999 to enter. Non-Verizon customers can enter to win by e-mailing their information to A grand-prize winner will be drawn at random, and will receive a trip for two to the Dew Tour finals in Las Vegas. The winner will also participate in a Protect the 360° service event with top Dew Tour athletes and appear in a campaign video. Ellis-Lamkins says, "The response by Dew Tour athletes and fans to Protect the 360° has been incredible. People are excited to learn simple ways to green their lives. We hope the campaign serves as a platform to channel this community's concern about climate change into action and continued conversations." About Protect the 360° Protect the 360° is a campaign to engage and activate the action-sports community in efforts to curb climate change. An initiative from Green For All and the Dew Tour, Protect the 360° features educational tools, service events, and online challenges. To learn more, visit About The Dew Tour The Dew Tour consists of five major, multi-sport events spanning across the country, with a cumulative points system, a $2.5 million competitive purse, and a bonus pool at year-end based on overall tour standings. The Tour features skateboarding (park and vert), BMX (park, vert and dirt) and freestyle motocross. At season’s end, the overall points leaders in the five disciplines will be crowned year-end champions and awarded the prestigious Dew Cup. As part of an Alli property, key lifestyle elements complement the competitions at each Tour event, including the Festival Village, specialty competitions, and live, cutting-edge music. The Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2, and USA. The Dew Tour is also distributed on Fuel TV, Universal HD, and internationally on Eurosport 2, Fox Australia, Extreme Channel, and Allarco Superchannel. The Dew Tour partners include Mountain Dew (tour title sponsor) and Nike 6.0, Wendy's, and Toyota (event title sponsors). Associate partners include Ball Park, JCPenney, MATADOR Beef Jerky, Paul Mitchell, PlayStation®, PowerBar, Sony and Verizon. More information can be found at

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