Timberland enters a new era with the “Built for the Bold” campaign
STRATHAM, NH–(BUSINESS WIRE)–Today, Timberland launches Designed for the bold: a call to actors and adventurers everywhere to work hard, live with passion, act boldly and believe in their potential to move the world forward. The campaign engages a global network of changemakers to help redefine what it means to be bold, and cements Timberland’s place in the culture as a work- and outdoor-inspired brand that fuels the lifestyle. bold.
Built for the Bold challenges the convention that boldness is reserved for those who are fearless, loud and strong. On the contrary, boldness often manifests itself in moments of humility, creativity and quiet perseverance – when we simply roll up our sleeves and do it.
Bringing together the worlds of work, outdoors and lifestyle as only Timberland can, the campaign gives voice to a diverse range of emerging and established changemakers who embrace their inner, unapologetic boldness and their own conditions, to move the world forward. Talent includes rapper, producer and guest lecturer at Harvard I DON’T KNOW; songwriter and poet Arlo Parks; bodywork technician Tiegan Alysse; musician, artist and director Shugga; ceramist Shino Takeda; and Mark Yeha writer and world traveler who is creating a new hiking culture in Taiwan.
At the center of the campaign is an anthem film narrated by the queen of soul hip hop, Mary J. Bligewho herself embodies what it means to be bold.
“Boldness is fearless and confident, but it’s also being brave enough to pick up and start again,” said hip-hop soul queen Mary J. Blige, who narrates the film’s anthem. “These are words that represent my life. I have loved Timberland since I was little and I truly embrace the message of this campaign, that boldness lives in all of us.
“Timberland was built on a foundation of boldness – beginning with the birth of our iconic boot, designed to take on the harsh elements of New England,” said Drieke Leenknegt, Timberland’s Chief Marketing Officer. “The people we’ve tapped into for this new campaign represent the same bold spirit that’s at the heart of our brand: believe in something, set a course, and get to work to move the world forward.”
The campaign comes to life through a carefully orchestrated four-phase approach that is both global and hyper-local, meeting consumers in the cities where they live. It opens with an eye-catching digital, mobile and outdoor teaser campaign, followed by the reveal of the brand’s bold anthem, guerrilla marketing in key cities and finally a product campaign, which showcases new bold products such as the GreenStride.™ Turbo Hiker and the iconic Benton Waterproof 3-in-1 Jacket.
The design draws inspiration throughout from the archives of Timberland advertisements that have garnered attention over the years with their progressive, bold and often irreverent attitude.
From advertising to retail execution, the Built for the Bold campaign reflects the work of a collaboration of blue-chip partners, including creative brand consultancy INDUSTRY and creative agency Rosie Lee. The anthem film was directed by award-winning filmmaker Iggy London.
“In a time of reinvention, Timberland connects with its consumers like no other brand in the world can – bringing together outdoor culture, work culture, hip hop culture and self-expression in meaningful ways,” said Oved Valadez, co-founder and director. Creative Director for INDUSTRY. “We are grateful to have the opportunity to partner with Timberland on this campaign, from strategy to creation to execution, and to help shape a powerful narrative for the brand.”
Timberland is a global brand inspired by the outdoors and hard work on a mission to inspire and equip a new generation to get outside, work hard together and move the world forward. Based in Stratham, New Hampshire, Timberland also has international headquarters in Stabio, Switzerland, and Shanghai, China. Best known for its original yellow work boot introduced in 1973 to take on the harsh elements of New England, Timberland today offers a full line of footwear, apparel and accessories made with eco-friendly innovation for people who share the brand’s passion for enjoying – and protecting – Nature.
At the heart of the Timberland® brand is a vision for a greener and fairer future. It comes to life through a decades-long commitment to responsibly manufacturing products, protecting the outdoors, and strengthening communities around the world. To share Timberland’s mission, visit a Timberland® store, timberland.com or follow @timberland or @timberlandpro. Timberland is a brand of VF Corporation.