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STRATHAM, NH, FEBRUARY 8, 2017 – Timberland steps into spring 2017 with an all-new, fully integrated advertising campaign that utilizes dance and movement to showcase the flexibility and style of its proprietary SensorFlex™ comfort system. The brand enlisted up-and-coming dancer/choreographer Virgil Gadson, a Philadelphia native who won viewers’ hearts as a finalist on season 12 of the FOX hit “So You Think You Can Dance,” to serve as front man for the campaign. Demonstrating the mind-bending flexibility of his craft, Gadson is photographed against a stunning city backdrop in a deep backbend, hovering inches above the ground, wearing the featured Timberland® Killington Sneakerboot.
Timberland launched the campaign, and the brand’s spring 2017 collections, last night at New York City’s legendary performance venue, The Box. Gadson and fellow dancers, including special guest Stephen “tWitch” Boss, thrilled the crowd of more than 250 with live performances that brought the collection to life and the crowd to its feet. Each dance was specially choreographed to highlight the comfort, flexibility and ease of movement that the SensorFlex™ comfort system provides.
“When people think of Timberland, words like ‘rugged’ and ‘heritage’ and ‘quality’ tend to come to mind – and those are great attributes for a brand to have,” said Jim Davey, vice president of global brand marketing for Timberland. “But the spring SensorFlex™ campaign showcases a new Timberland with lighter, more modern looks that can be worn in all four seasons, day to night, for any occasion. Highlighting flexibility in a dramatic and powerful way is a great way to surprise consumers with the versatility of the Timberland brand.”
Timberland’s fully integrated spring 2017 marketing campaign includes exclusive print layouts in the March and April issues of GQ; high-impact out-of-home executions including train wraps, bus wraps and digital takeovers; and robust digital media activations, including interactive mobile ads that invite consumers to test the flexibility of the SensorFlex™ comfort system on their smartphone.
Beyond the core advertising, Timberland is engaging a roster of more than 50 digital influencers from across the U.S., to showcase the versatile styling of the men’s Killington sneakerboot, as well as the women’s Kenniston 6” boot, on social media. The brand is also producing a video series that spotlights unique expressions of flexibility through dance, sport, music, fashion and lifestyle, which will round out the campaign later this month.
The campaign, which launches mid-February, was created and art directed by Timberland’s creative agency of record, Pereira & O’Dell. Media strategy and execution are being led by Timberland’s media agency of record Assembly. Coyne PR, Timberland’s PR agency of record is spearheading the PR campaign, as well as the influencer program in partnership with Cycle.
Timberland is a global leader in the design, manufacturing and marketing of premium footwear, apparel and accessories for the outdoor lifestyle. Best known for its original yellow boot introduced in 1973, Timberland today outfits consumers from toe-to-head, with versatile collections that reflect the brand’s rich heritage of craftsmanship, function and style. Timberland markets lifestyle products under the Timberland® and Timberland Boot Company® brands, and industrial footwear and workwear under the Timberland PRO® brand. Its products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online. Timberland’s dedication to making quality products is matched by an unwavering commitment to environmental and social responsibility – to make things better for its products, the outdoors, and communities around the globe. To learn more about Timberland, a brand of VF Corporation (NYSE: VFC), please visit timberland.com or follow us along the modern trail @timberland.
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Nora Garrity | Timberland