Timberland: Concrete Green with Loyle Carner

Hannah Savage

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Campaign details

Brand: TimberlandBrand owner: VF EuropeAgencies: PHD UK, DRUMMarket: United KingdomIndustries: Clothing & fashion retailMedia channels: Content marketing, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, Sponsorship - media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

With its core consumers getting older and brands such as Dr Martens starting to steal its lunch, Timberland UK set out to create a new brand icon in 2019 – its new Eurosprint Trekker boot (figure 1) – by bringing to life the brand's sustainable roots...

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