West Lebanon, NH, June 10, 2020 – As the effects of COVID-19 continue to negatively impact the retail industry, Tecnica announces their partnership with Two Ten Footwear Foundation – an organization dedicated to providing emergency financial assistance to U.S. footwear employees who are in crisis. For every pair of Tecnica shoes sold in the US between June 10 and July 31, 2020, Tecnica will give ten dollars to the foundation’s COVID-19 Crisis Relief Fund, which aids footwear employees and their families that have been affected by the global health pandemic.

“As a brand, Tecnica is very much committed to specialty retailers,” said Tecnica North American Marketing Director, Frank Shine. “These shops are our partners and the people who work there, our friends. We believe the products and services they provide are invaluable to the outdoor community, so naturally we want to do anything we can to help them get through these difficult times.”

The giveback program includes Tecnica’s entire collection of technical trail boots and shoes – FORGE, PLASMA, and ORIGIN. As stay-at-home restrictions begin to ease, industry data is indicating more people are engaging in outdoor recreation as a safer means of travel. Whether seasoned experts or newcomers to the outdoor scene, Tecnica’s line of heavily awarded footwear provides hikers and trail runners with the highest level of comfort and protection. The family brand, deeply rooted in the manufacture of performance footwear, hopes one silver lining to come from this global crisis is a long-term increase in participation of outdoor sports.

“Two Ten is thankful to Tecnica for their support and their generosity,” said Shawn Osborne, President and CEO of Two Ten Footwear Foundation.  “With nearly 60% of footwear employees in the U.S. currently unemployed, footwear families are experiencing an unprecedented need that will eclipse $3 million in crisis relief over a 90-120 day period, and a ripple effect of an additional $5 million or more in the 12 months to follow.  This is unlike anything the Foundation has experienced in its 80-year history, but with support from companies like Tecnica, we will be able to help these families keep a roof overhead and food on the table.”

“While the economic impact of the pandemic has been grave, our hope is that if we can get through it together, our industry will come out of it stronger,” explained Shine. “People are ready to get outside. And we think after experiencing lockdowns, will only appreciate their time in nature more and turn to specialty independent retailers to equip them to do so.”

Please visit tecnicasports.com to find a list of retail partners.


About Tecnica: Since 1960, Tecnica has been a world leader in developing technical, high-performance footwear and alpine boots. True to their Italian heritage, Tecnica’s alpine ski boots and outdoor footwear put performance first, designed to maximize the experience for the outdoor enthusiast, whether skiing the steep and deep or exploring local mountains. The US headquarters is located in West Lebanon, NH, and handles all sales and marketing efforts in the US, along with collaboration on marketing and product development with the parent company, Tecnica Spa, located in Giavera del Montello, Italy.

#LIVETHEMOMENT with us at IG – @tecnica_sports, FB – @tecnicasports, tecnicasports.com/usa

About The Two Ten Footwear Foundation: Founded in 1939 at 210 Lincoln Street in Boston, Massachusetts, the Two Ten Footwear Foundation is the national charitable foundation of the U.S. footwear industry.  Two Ten provides emergency financial assistance, natural disaster recovery, educational scholarships, counseling services and professional development programs for the country’s 330,000 footwear employees and their families.  The only industry-centric foundation in the country, Two Ten brings the footwear community together to support each other during times of crisis and ensure a healthy future for the industry’s next generation.  For more information, please visit twoten.org.