The appliance giant is in a partnership with the NFL’s Tennessee franchise to help the community, which is home to one of its major manufacturing facilities. By Dianne M. Pogoda

 

LG Electronics USA has launched a multi-year strategic partnership with the NFL’s Tennessee Titans to develop community programming and events in one of the appliance maker’s U.S. hubs. LG, the parent of Signature Kitchen Suite, which is one of the sponsors of NKBA’s Thirty Under 30 program, opened a 1 million-square-foot appliance factory employing 1,000 workers in Clarksville, Tenn., in 2019.

As a component of their partnership, LG and the Titans have worked to provide on-the-ground assistance to flood victims in Humphreys County, Tenn., including the donation of washers, dryers and other appliances and electronics and deploying service technicians.

As an extension of LG’s “Second Life” campaign, which launched in the spring on the West Coast, fans who attended Titans home games were invited to donate clothes onsite. The campaign aims to raise awareness about clothing waste and encourages consumers to take responsible action through fabric care, donations and upcycling.

“Each year, millions of pounds of unwanted textiles end up in landfills,” said Gail Conroy, senior director of marketing at LG Electronics USA. “Through our partnership with the Titans, we are hoping to continue encouraging people to do their part to improve the environment, help bring communities together and ensure that Life’s Good in Tennessee.”

The East Coast leg of LG’s Second Life Tour made stops in New York, North Carolina and Georgia, and wrapped up on Nov. 14 in Nashville with a special tailgate at Nissan Stadium. Over the course of the tour, LG collected more than 5,000 pounds of unwanted clothes and textiles, which will be cleaned in LG washers and dryers before giving them a “second life” through donations to local community organizations and responsible recycling. All salvageable clothing collected at Nissan Stadium will be donated to a local beneficiary, People Loving Nashville.

During the tailgate, the first 500 fans who donated clothing received a $10 voucher to use at concessions in the stadium, a Second Life bottle opener and other giveaways. Those who donated also could pick up vintage jerseys at a clothing swap, and fans played various LG/Titans branded tailgate games, like Connect Four, Jenga and Corn Hole.

LG brand ambassadors were on hand to share tips with fans about how to reduce their apparel footprint and responsible recycling and upcycling.

LG Electronics USA Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics Inc., a $56 billion global technology and manufacturing giant headquartered in South Korea. In the U.S., LG’s focus is on home appliances, home entertainment products, mobile phones, commercial displays, air conditioning systems, solar energy solutions and vehicle components.