Continental Tire the Americas General brand has partnered with the outdoor recreation advocacy group, Tread Lightly!.

The Utah based organization leads a national initiative to protect and enhance recreation access and opportunities by promoting outdoor ethics to heighten individuals’ sense of good stewardship.

Travis Roffler, director of marketing at Continental, feels this partnership is a logical step for the brand.

“The fact that we are so involved in desert racing and the off-road industry through our Grabber line of tires, it only makes sense for us to support those who are promoting proper usage of our trail system and outdoor recreation areas,” said Roffler.