Each model is tempted to create its personal model of Timberland’s new tagline, “This Is Not a Boot.” Whether or not that lives on a billboard advert or in a model objective assertion from their CMO, entrepreneurs need to persuade shoppers that buying their product represents an ethos that can not be confined to consumerism.
By connecting the fiftieth anniversaries of hip-hop and the shoe that has been a fixture of New York Metropolis streetwear, Timberland avoids “This Is Not a Boot” coming off as a company cliche.
To commemorate 5 a long time since launching the unique yellow boot, the model is paying homage to the communities that introduced it into the mainstream whereas recognizing how the shoe has cropped up in varied cultural contexts. The idea is impressed by This Is Not a Pipe, the 1929 portray that encourages its viewers to reject literal creative interpretations.
Particularly, the marketing campaign stands up in opposition to the tendency of individuals and types with giant platforms to steal trend and popular culture from Black communities, a pattern that’s solely been magnified by social media, the place creators elevate dances and sweetness routines and market them as their very own.
An upcoming Timberland docuseries, additionally dubbed “This Is Not a Boot,” will acknowledge various product diversifications whereas acknowledging the place all of the boot buzz really started.
And thru sending senior footwear designer Chris Dixon main neighborhood design workshops for Black and brown college students, sparking social media debate on learn how to correctly tie the shoe and partnering with BIPOC designers to introduce the Royalty boot honoring music historical past, Timberland reveals that popularizing a trend staple on a worldwide scale shouldn’t be a thankless activity.
“We’re honoring our historical past by giving again to the communities that popularized Timberland, whereas inviting future generations to take part,” mentioned Timberland CMO Drieke Leenknegt. “Personalization is what the buyer needs and what issues to us.”
Catalyzing customization
Oved Valadez, co-founder and inventive director at inventive company Trade, labored with Timberland to craft its new branding, “Constructed for the Daring.”
As a substitute of reserving the title of “daring” for many who are loud and flashy, the marketing campaign stresses how a easy inventive idea can foster a long time of client chatter and cross-cultural interpretations of the identical product.
