Patagonia Footwear Advocate Weeks Support Local Conservation Efforts

In Fall 2010 Patagonia Footwear piloted the “Advocate Weeks” program with a handful of retail partners in an effort to increase local advocacy and drive further awareness of long-time partner 1% for the Planet®. In one year (Spring 2011 to Spring 2012), over 150 retail partner doors hosted successful Advocate Weeks. Advocate Weeks give retail partners the opportunity to support conservation efforts through a donation-with-purchase program that raises awareness and funds for a local non-profit. During the two-week program, Patagonia Footwear donates a minimum of $10 to a local organization for every pair of Patagonia footwear sold.

“We introduced Advocate Weeks as a way to educate and inspire our dealers and their customers to engage in local conservation efforts,” said Sue Harvey Brown, marketing manager at Patagonia Footwear. “We initially partnered with 1% for the Planet and co-branded the Advocate moc as a way to ignite conversation about the 1% story. Our Advocate Weeks program took the conversation to the next level. Our enthusiastic dealers have had a lot of fun creating engaging displays, videos and materials to promote their Advocate Weeks and raise awareness for the organizations they support. We encourage more of our partners to participate in this great program.”

The Advocate Collection
Patagonia Footwear Advocate Weeks were initially built around the Advocate moc (shown right), an easily packable, slip-on minimalist moc ideal for any travel or outdoor excursion. The slip-on’s synthetic leather upper is durable and super soft. Elastic stretch bands and rear pull-loop allow for easy on and off. A dense 20% recycled rubber outsole provides grip and durability. Both the Advocate shoe collection and the Advocate Weeks program have grown since they were first introduced in Fall 2010. To learn more about the program, go to consumers can go to the Advocate Weeks website, onepercentfortheplanet.org/advocate, which is hosted by 1% for the Planet.


About Patagonia
Patagonia, with sales last year of over $400M, is noted internationally for its commitment to product quality and environmental activism. Incorporating environmental responsibility in to product development, the company has, since 1996, used only organically grown cotton in its clothing line. With its most recent launch of synthetic fiber-to-fiber recycling, Patagonia is taking back worn-out polyester and nylon clothing and reincarnating it as new products, forever capturing the raw materials used in making virgin fiber. The company also advocates corporate transparency through its interactive website, The Footprint Chronicles, which outlines the environmental and social footprint of individual products. Patagonia was featured as The Coolest Company on the Planet on Fortune Magazine’s April 2007 cover.