Posted by Logan Watts
Nearly every known bikepacking route in America uses trails, forest roads, and paths within public lands. With national monuments under review, other public lands being studied and surveyed in the name of corporate interest, and trails under threat, it is ever more important for bikepackers and mountain bikers to pay attention to these issues. Patagonia continues its legacy of advocating for the planet by taking to the airwaves for the first time in their storied history. Watch the new ad spot ending with an easy way you can get involved before August 24th — text DEFEND to 52886. Read Patagonia’s full media release below the video.
Media Release: In a nearly $700k media buy, Patagonia has purchased statewide television and radio time in Secretary Zinke’s home state of Montana reminding him of what he said, “our greatest treasures are public lands.” Additionally, Patagonia has purchased television and radio in Utah because Bears Ears and Grand Staircase Escalante National Monuments could be recommended to be rescinded, and Patagonia will be on the radio in Nevada where Gold Butte and Basin and Range National Monuments are also under threat. Patagonia intends to spread even more awareness by promoting the ad on social and digital media and it will be on the homepage of Patagonia’s website.
To run its first-ever television ad, Patagonia chose this issue and this time because it is that important. Patagonia does not know of any other company currently running persuasion ads on television targeting the administration, and for Patagonia, this is an issue Patagonia has been advocating for since its founding.
In a statement, Patagonia President and CEO Rose Marcario said, “The national monuments under review are a critical part of our national heritage and these lands belong not just to us, but to future generations. We stand with the millions of Americans who spoke out in support of keeping protections in place for public lands. We hope Secretary Zinke will remember his roots and his words and protect these ‘national treasures.’”
This is not about politics or partisanship – it’s about standing up for places that belong to future generations. Patagonia wants to raise awareness of history’s lesson that when public lands are turned over to states that can’t afford to maintain them, the result is the land is often auctioned off to private companies who irrevocably damage them and deny access to them for all of us. Whether you are a hunter or a hiker, an angler or a climber, Patagonia wants you to join them in this fight to ensure access and protection for our public lands.
There is limited time before Secretary Zinke makes his August 24th decision on the remaining 21 national monuments and it is Patagonia’s hope that he will follow in the tradition of President Teddy Roosevelt and conserve our shared public lands for future generations. But no matter the outcome Patagonia won’t stop fighting to protect our public lands and Patagonia believes the voices of the people will be heard.