Timberland is celebrating the communities, faces and voices that have made the brand their own in a new campaign.
Called “The A to Z of Timberland,” the new campaign is described by the VF Corp.-owned outdoor footwear brand as “a visual and verbal dictionary” that weaves in both archival and present-day content. It features notable public figures across sports, fashion, music, design and culture like Wu-Tang Clan founder RZA, The Notorious B.I.G., Ozzy Osbourne, O.G.C., Tyshawn Jones, Sha’Carri Richardson, Yaeji and more.
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Tying back to the dictionary aspect of the campaign, every letter is a story and every story, a piece of the brand’s legacy, Timberland noted. For example, the letter “B” is for Butters pays tribute to one of the brand’s most enduring icons, the Original Yellow Boot — nicknamed Butters by the community that catapulted the brand within culture. “B” also stands for Boroughs, coming to life through a clever consumer interpretation of a New York City subway map. Or Beef & Broccoli — another name coined by the streets of New York in the ‘90s, paying homage to the popular Chinese American takeout dish: brown for beef and green for broccoli.
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Other highlights in the dictionary include “C” for Community, “H” for Heritage, “L” for Legacy, “U” for Unapologetic, and of course, “T” for Timberland.
“The A to Z of Timberland is a visual dictionary that literally wrote itself; a reflection of communities past and present who have adopted our brand and shaped it to what it is today,” Maisie Willoughby, chief marketing officer for Timberland, said in a statement. “This campaign is a celebration of the rich tapestry of cultural movements that have transformed Timberland from a footwear brand into a shared universal language. It’s an ever-evolving archive, co-created with our communities.”
The A to Z campaign is now live across high impact digital out-of-home, VIP events, retail store activations and entertainment-first social content co-created with the Timberland community.