US footwear brand Timberland has today kicked off a new global campaign titled ‘Built for the Bold’, spearheaded by a star-studded 60-second spot narrated by singer-songwriter Mary J Blige.
Created in partnership with Portland brand consultancy Industry and New York-based creative agency Rosie Lee, the campaign features established stars and rising talent including musician and lecturer IDK and singer-songwriter Arlo Parks alongside various other musicians, artists and influencers such as Tiegan Alysse, Shugga Shino Takeda and Marc Yeh.
Timberland will be running a range of workshops in London to mark the campaign; with activations taking place all week long at Village Underground, Shoreditch from 14 to 25 September.
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“Timberland was built on a foundation of being bold – starting with the birth of our iconic boot, designed to take on the harsh elements of New England,” Timberland chief marketing officer, Drieke Leenknegt said.
“The people we’ve tapped for this new campaign represent the same spirit of boldness that’s at the heart of our brand: believing in something, setting a course, and getting to work to move the world forward.”
Industry co-founder and executive creative director, Oved Valadez added: “In an era of reinvention, Timberland is connecting with its consumers like no other brand in the world can – bringing outdoor culture, work culture, hip hop culture and expression together in a meaningful way.”
“We’re grateful for the opportunity to partner with Timberland on this campaign from strategy to creative to execution, and to help shape a powerful narrative for the brand.”
