Cheetah Holdings Berhad (Cheetah), which owns and manages the popular CHEETAH brand of apparels, today adopted 'Flash,' a 5-year-old male cheetah that calls Zoo Negara his home.
The adoption programme, which is valued at RM18,700 annually, is a testament to the company's commitment to preserving endangered species and supporting national conservation efforts. In addition, Cheetah and Zoo Negara also launched a limited-edition Cheetah X Zoo Negara collection.
The collection is a celebration of the company's namesake and is inspired by the beauty, grace and speed of the cheetah. Cheetah will be contributing 10% of the total sales of this collection to Zoo Negara for its operating expenses and conservation programmes. In marking this unique public-private partnership, nearly 100 employees from Cheetah volunteered their time and effort this morning to clean and beautify the zoo and its surroundings.
The activity involved assisting zookeepers in providing daily care for the wildlife, including husbandry, exhibit cleaning, food preparation, and animal behavioural enrichment activities. Roy Ho Yew Kee, Executive Director of Cheetah Holdings Berhad, said, "A cheetah is a symbol of speed, agility, and resilience.
By adopting Flash, we as an organisation are reminded of our core values as well as our commitment towards sustainable value creation for all our stakeholders." "Our initiative today also allows our employees to play an active part in the conservation of our flora and fauna while at the same time, CHEETAH fans and members of the public can also contribute positively through the CHEETAH X Zoo Negara collection," he added.
The adoption programme will provide essential support for the cheetah's care, feeding, and medical needs as well as contributing to Zoo Negara's broader conservation and educational initiatives. Now five years old, Flash has grown into a healthy adult cheetah at Zoo Negara.
Born on June 6, he was one of two surviving cubs rescued by zookeepers after their mother, Tianna, began exhibiting natural instincts to eliminate weaker offspring. Raised by humans from an early age, Flash developed a mild demeanour and has adapted well to his environment.
Over the years, he has continued to thrive, showing the playful and active traits typical of cheetahs, but now with the strength and agility of an adult. Flash remains a vital part of Zoo Negara’s cheetah population, showcasing the success of the zoo’s careful and dedicated animal care.
Cheetah’s strategic collaboration with Zoo Negara is in tandem with its broader sustainability strategy aimed at enhancing environmental conservatism, supporting wildlife conservation and enriching the lives of people in communities where the company operates in.
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