KUALA LUMPUR: Cheetah Holdings Bhd (CHB), the owner and operator of popular clothing brand Cheetah, has adopted Flash, a five-year-old male cheetah who calls Zoo Negara home.
The adoption programme, worth RM18,700 per year, is a testament to the company’s commitment to protecting endangered species and supporting the nation’s conservation efforts.
Additionally, CHB and Zoo Negara have launched the limited edition Cheetah X Zoo Negara collection.
The collection pays tribute to the company’s namesake, the cheetah, and is inspired by the animal’s beauty, grace and speed.
CHB will donate 10% of the total sales from this collection to Zoo Negara for operational costs and conservation programmes.
To mark this unique public-private partnership, around 100 CHB employees volunteered their time and effort to clean and beautify the zoo and its surrounding areas.
This activity involves assisting keepers with the day-to-day care of wild animals, including feeding, cleaning exhibits, preparing food and providing enrichment activities for animals.
CHB executive director Roy Ho Yew Kee said the cheetah symbolizes speed, agility and resilience.
He said that by adopting Flash, CHB is reminding itself as an organisation of its core values and commitment to creating sustainable value for its stakeholders.
“Our initiative today will enable our employees to take an active role in protecting flora and fauna, while also empowering CHB fans and the public to make a positive contribution through the CHEETAH X Zoo Negara collection,” he added.
The adoption programme will support the cheetahs’ care, feeding and medical needs and contribute to Zoo Negara’s wider conservation and education efforts.
Flash is now five years old and has grown into a healthy adult cheetah at Zoo Negara. Born on June 6, Flash was one of two surviving cheetah cubs rescued by zookeepers after his mother, Tiana, began exhibiting her instincts to weed out the weaker cubs.
Raised by humans from an early age, Flash developed a calm personality and adapted well to his environment.
Over the years he has continued to develop, demonstrating the playful and active characteristics of a cheetah, but now he also has the strength and agility of an adult.
Flash remains an important presence for Zoo Negara’s cheetahs, testament to the success of the zoo’s careful and dedicated animal care.
CHB’s strategic collaboration with Zoo Negara aligns with the company’s broader sustainability strategy, which aims to enhance environmental conservation, support wildlife conservation and enrich the lives of people in its local communities.
