Brand:
Timberland
To equip people to make a different in their world
Mission:
Focus:
Community Alignment
Fortune 500 (2025):
#355 (VF)
From heritage icon to culture-first brand
Solving for:
Despite its roots in outdoor gear and sustainability, Timberland's cultural resonance was powered by communities of color—especially through its deep ties to hip hop and streetwear. But with its headquarters based in a predominantly white region and a purpose strategy that felt increasingly disjointed, the brand needed to reevaluate how it showed up in culture. Internally, growing demand for purpose-led action clashed with siloed teams and an outdated understanding of brand responsibility. We were brought in to bring alignment, modernize Timberland’s cultural role, and help the brand give back to the communities that built it.
Resulting in:
Authentic, culturally relevant leadership
Timberland emerged with a renewed sense of accountability, cultural relevance, and internal clarity. The Playbook became a unifying guide across teams, enabling more confident, values-driven decisions in everything from marketing campaigns to community investments. The brand’s approach shifted from reactive to proactive, embracing a long-term vision rooted in cultural humility and inclusion. Perhaps most notably, Timberland began returning its spotlight to the communities that had shaped its image and legacy—this time with recognition, partnership, and respect at the forefront.
Working with:
Cross-organizational leadership
We engaged cross-functional teams across Timberland’s (and parent company VF) global marketing, DEI, product, and brand strategy departments—balancing the perspectives of cultural leaders with global business priorities. Through a series of stakeholder interviews, internal audits, and cultural deep dives, we helped the brand confront its identity gaps, refocus its values, and clarify where it stood—and where it had work to do. Our approach centered on building a shared understanding of purpose across departments while uplifting the cultural narratives that Timberland had benefitted from for decades.
A comprehensive purpose strategy framework
We delivered:
Our work culminated in a comprehensive purpose strategy and an operational Playbook designed to align internal teams around a clear, actionable framework. We developed a white space analysis to identify where Timberland could lead with authenticity rather than competition. Scorecards were introduced to help evaluate existing programs, vet new initiatives, and guide the brand’s response to cultural events. Importantly, we equipped Timberland with the tools to not only plan for impact—but to act on it in real time, with integrity.
