Timberland launches ‘Built for the Bold’ new global campaign

Timberland has today launched its new campaign entitled ‘Built for the Bold’ featuring a diverse line-up of emerging and established talent in various fields, with a film narrated by hip hop star Mary J. Blige.

The campaign taps into a global network of “changemakers” to help redefine what it means to be bold, including rapper and producer IDK, songwriter and poet Arlo Parks, musician, artist and director Shugga, auto body technician Tiegan Alysse, ceramist Shino Takeda, and Marc Yeh - a writer and world traveller who is creating a new hiking culture in Taiwan.

Drieke Leenknegt, Chief Marketing Officer at Timberland, said: “Timberland was built on a foundation of being bold - starting with the birth of our iconic boot, designed to take on the harsh elements of New England.

“The people we’ve tapped for this new campaign represent the same spirit of boldness that’s at the heart of our brand: believing in something, setting a course, and getting to work to move the world forward.”

Mary J. Blige commented: “I’ve loved Timberland from the time I was a girl and I really embrace the message of this campaign, that boldness lives in all of us.”

In London, Timberland will also be calling all locals to “roll up their sleeves and unleash their bold” with a series of localised events available to the public, kicking off a stream of workshops with an open mic night on 14 September called UD presents ‘Bold Steals the Spotlight’. The workshops will be run in partnership with London-based music organisation United Development, at Village Underground in Shoreditch, East London.

“Bold moves” will continue to be made at Village Underground from 15-25 September 2022, as members of the public will also be able to get creative with product customisation and street art workshops, a planting workshop with Mr Plant Geek and a city hike in partnership with London National Park City Rangers.