BACK TO OUR ROOTS - TIMBERLANDS

Timberland's iconic yellow boot has evolved from a hardworking job site essential into a recognizable fashion staple.
While this cultural relevance has helped grow the brand, it has also created a disconnect between Timberland's popularity and its heritage. Many consumers know Timberland for its style, but fewer recognize the craftsmanship, durability, and hard work that built the brand's reputation in the first place. We created Back To Our Roots, an integrated campaign celebrating the artisans and makers who share the brand's values.

Centered around the Timberland Workshop App, the campaign provided craftsmen with tools to organize projects, share knowledge, and showcase their work. Through documentary-style videos, art murals, and limited-edition artisan-designed Timberland boots, we highlighted the skill, planning, and dedication behind every craft. By speaking directly to the maker community, Back To Our Roots reminded consumers that Timberland's legacy was built on craftsmanship long before it became a fashion icon.

Partners:  Bailey Bain and Raphel Manigault