How Timberland Paired Sustainability and Comfort to Create Its GreenStride Boot Collection

Timberland’s upcoming eco-friendly GreenStride boot range is sure to turn heads, however some may find the storytelling efforts to support the launch equally compelling. In partnership with agencies Industry and Icnclst, Timberland launched its GreenStride campaign today, a digital-first effort created to celebrate its heritage of innovation and bootmaking. To accomplish this, the brand created photography, sculptures, video and digital animations that are aimed to bring the product benefits to life. A sculpture highlighting the material innovation of the Timberland GreenStride Solar Ridge Waterproof Hikers. CREDIT: Courtesy of Timberland The broader theme of the effort, Timberland said, reinforces how you are “Ready for Anything” in its GreenStride boots. What’s more, Timberland tapped a group of changemakers it has identified for their ability to “step outside and work every day toward a greener and more equitable future.” The group of five noteworthy people in the campaign includes Chinese-American multimedia journalist Sophia Li; Jon Gray, co-founder of the creative culinary collective Ghetto Gastro; London-based birdwatching collective Flock Together; Los Angeles-based creative Rickey Y Kim; and artist and designer Olivia Rose. “I often say you recognize a company by its roots, and we are a brand that truly has an attitude of inspiring people, and ourselves, to pull up

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