Why Timberland Dropped a Ginormous Replica Boot in the Middle of New York City


Timberland knows how to make a statement.

The heritage boot brand this week will host a series of activations around New York City aimed at encouraging people to get outdoors and enjoy - as well as preserve - nature.

The festivities kicked off today with Timberland dropping a 13-foot replica of its iconic yellow work boot in the middle of the city's Flatiron District - atop a pop-up park with grass, benches and a full-sized living birch tree. The ginormous boot, of course, served to grab the attention of scores of passers by who were then encouraged to plant a tree and make a pledge that would benefit the environment.

"We have a long history of doing good in the community and making better products but I don't know if we've bringing it to life or being very consumer-facing about it over the past few years - we've actually been very quiet about it," said Kate Kibler, VP of direct to consumer and Americas Marketing at Timberland. "What we're doing today is working to build a movement toward our purpose and toward greener communities."

To that end, tomorrow, 150 volunteers from Timberland, Journeys and the Student Conservation Association will join forces to beautify the grounds and restore the student greenhouse above the Manhattan Center for Science and Mathematics in Harlem. And on Thursday, the brand will host the grand opening of its 5th Avenue pop-up store, which has a range of features that give a nod to sustainability and environmental consciousness.

"There's a lot of greenery we're bringing into the store for the people of New York," Kibler said. "There's a living wall and a larger-than-life ficus tree. You'll also see event activations in the store - like a rain room, which is meant to be a fun experience to bring you back to the root of Timberland, which will protect you in foul weather. We also have a snow room area with the same kind of intent - a very Instagram-able moment."

The experiential components of the store, according to Kibler, also show the brand evolving its brick-and-mortar strategy at a critical time for footwear and fashion players - many of which were challenged at the height of the digital shift.

"Digital is incredibly important [but] brick and mortar is not going away," said Kibler. "You hear a lot about the retail apocalypse - and yes, there are retailers that are going away - but this is to leave space for new and inventive retailers to come along and give experience to consumers."

Kibler said Timberland will be keeping a close watch on the 5th Avenue pop-up - which run until January - for key learnings that it can apply to new store launches.

"People still want to come in and touch and feel the product," Kibler said. "They want to [engage with] our store teams and try things on. That human element and physical, three-dimensional tactile piece of it becomes really important - retail got away from that over the past 50 years and became about just selling the product and selling a lot of it. Now, it's about connecting with the consumer and having them connect with the brand."


More Related News

Judge upholds New York City
Judge upholds New York City's mandatory measles vaccination order
  • US
  • 2019-04-19 02:48:41Z

A Brooklyn judge on Thursday ruled against a group of parents who challenged New York City's recently imposed mandatory measles vaccination order, rejecting their arguments that the city's public health authority exceeded its authority. In a six-page decision rendered hours after a hearing on

Police: NYC cathedral suspect had booked a flight to Italy
Police: NYC cathedral suspect had booked a flight to Italy
  • World
  • 2019-04-18 18:11:17Z

NEW YORK (AP) - A college philosophy teacher arrested after entering St. Patrick's Cathedral carrying two cans of gasoline, lighter fluid and butane lighters had also been arrested at a New Jersey cathedral this week and had booked a Thursday flight to Rome, the New York Police Department said.

Walmart, Amazon kick off government online pilot program
Walmart, Amazon kick off government online pilot program

NEW YORK (AP) - Amazon and Walmart on Thursday are kicking off a two-year pilot established by the government to allow low-income shoppers on government food assistance in New York to shop and pay for their groceries online.

U.S. pilot program allows online grocery shopping with food stamps
U.S. pilot program allows online grocery shopping with food stamps

The U.S. Department of Agriculture on Thursday said it has launched a pilot program in New York that allows consumers dependant on food stamps to use them to buy groceries online, a move that is likely to boost sales at retailers like Walmart Inc and Amazon.com Inc. Both companies are participating in the initial pilot launch with Wakefern Food Corp's ShopRite supermarket chain expected to join the program early next week, the USDA said. Walmart will offer the service in upstate New York, while ShopRite and Amazon will service the New York City area.

Ban the bunny: California aims to end post-Easter parade of unwanted rabbits
Ban the bunny: California aims to end post-Easter parade of unwanted rabbits
  • US
  • 2019-04-18 10:11:58Z

Californians can eat chocolate bunnies and snuggle plush Peter Cottontail dolls to their heart's content this Easter. The legislation, which took effect in January, prohibits retail shops from selling commercially bred dogs, cats and rabbits. Legislatures in New York, Massachusetts, Connecticut and Pennsylvania are considering similar bills.

Leave a Comment

Your email address will not be published. Required fields are marked with *

Cancel reply


Top News: Style

Hit "Like"
Don't miss any important news
Thanks, you don't need to show me this anymore.