A Banbury tech accessories brand is set to take part in a fundraising event to help end lion exploitation.

Juice is partnering with international wildlife charity the Born Free Foundation for the charity's 'Walk on the Wild Side' initiative.

It comes after Juice recently collaborated with Born Free for the launch of its new and exclusive 'Animals’ range.

On August 9, the day before World Lion Day, Juice employees will walk 23,000 steps, symbolising the 23,000 lions left in the wild.

All money raised will go towards projects such as anti-poaching initiatives, habitat restoration and community education.

Jolyon Bennett, founder and CEO of Juice, said: "At Juice, we believe in harnessing our resources and community to support important causes.

"The vital work that the Born Free Foundation does aligns perfectly with our own values."

He added: “The Walk on the Wild Side initiative is a powerful reminder of the precarious situation facing many species today.

"By participating in this event, Juice aims to not only raise much-needed funds but also awareness about the plight of these majestic creatures.

“We invite all of our employees, customers and the general public to support this noble cause and join us in making a difference." 

For the past 40 years, the Born Free Foundation has worked to protect threatened species and end the suffering of individual animals.

Similarly, Juice has been focused on their sustainability efforts over the last few years.