TIMBERLAND'S CULTURE OF SERVICE CAN BE TRACED BACK TO 50 PAIRS OF ITS YELLOW BOOT.
In 1989, an emerging nonprofit organization out of Boston, Massachusetts sent up a request for 50 pairs of boots to outfit their corps of young volunteers. City Year's request was granted by then Chief Operating Officer, Jeffrey Swartz, the son of founder Sidney Swartz. Inspired by City Year's commitment to service, Jeffrey established the Path of Service™ program in 1992. Today, full-time Timberland employees get 40 paid hours for community service.
In 2005, Timberland partnered with Academy Award nominee Don Cheadle, and SaveDarfur.org to raise awareness about the atrocities of genocide occurring in Darfur. An exclusive Stomp Out Genocide boot was created as part of the highly successful campaign, placing the Timberland footprint on another cause born out of the company's commitment to social responsibility.
CLARA BARTON - 9/11
When Timberland employees arrived at the Clara Barton school in the Bronx in 2001, they were ready to serve, equipped with paint brushes and tools; their yellow boots laced up tight. They had no way of knowing that their lives would be forever changed that sunny late-summer day on September the 11th. As the day's events unfolded they continued to work alongside their fellow volunteers from Timberland partner organizations.
Every year since then, a dedicated group of volunteers returns to complete different projects in the Bronx on September 11th, once again ready to serve and once again, with their yellow boots laced up tight.
In the wake of 2005's Hurricane Katrina, 400 members of the Timberland community gathered in and around New Orleans to offer their services to people devastated by the storm. After putting in a full day of work, Timberland employees toured the infamous Ninth Ward, one of the communities hardest hit by the wrath of Katrina. Passing a tent full of donated goods, one of the employees decided to take off his boots and leave them behind for someone in need. The sentiment quickly took hold and before long, hundreds of pairs of Timberland® boots filled the tent.
In 2013, Timberland’s Yellow Boot celebrated its 40th anniversary with a global advertising campaign and events in it's honor.
The authenticity of Timberland’s Yellow Boot has transformed it into an icon. The boot is a badge of independence and reliability. Whether it’s worn by college kids on a New England campus or high school students in Tokyo; backcountry explorers in Europe or fashion moguls in Manhattan, by reflecting the core values of craftsmanship, functionality and ingenuity, the boot remains true to its roots-and continues to inspire people around the world.