Timberland has taken its volunteerism roots to another level by teaming with CrowdRise, the fundraising social network founded by actor and philanthropist Ed Norton, to launch a new version of its long-running Serv-a-Palooza Challenge. The Stratham, NH, company, which surpassed one million hours of community service in April, wants to get started on its next million–and motivate the public to get out and help, too. By partnering with CrowdRise, the brand can broaden its charitable reach.
As part of its overall commitment to sustainability and corporate social responsibility (CSR), in 2007 Timberland set a number of aggressive performance targets with the goal of achieving them by 2015. Today, the VF Corp.-owned brand has announced that as of year-end 2013, due to persistent efforts to reduce its environmental impact, the brand has already hit two critical goals. Specifically, Timberland has reduced its GHG emissions by 50 percent, almost two years ahead of schedule, and 26 percent of its energy is now derived from renewable sources.
Last night in Williamsburg, Timberland celebrated the 40th anniversary of its original yellow boot and unveiled the Fall 2013 Earthkeepers Heritage Collection at The Workshop, a modern day remake of the brand’s original factory. Dozens of boots hung from the ceiling as attendees danced to indie rock band Wild Nothing and sipped Veev cocktails and Brooklyn Beer.
Just in time for the 40th anniverary of Timberland’s iconic wheat boot, superstar Beyonce shared a photo via Instagram of her family’s matching shoes–and the brand was overjoyed to see Blue Ivy’s mini-work boot surrounded by Jay-Z’s pair and the singer’s custom heeled style. “We’re so fortunate to have such loyal celebrity fans who appreciate our outdoor heritage and the combination of style and function Timberland offers,” says Vice President Lisa Demarkis.
Timberland, a wholly owned subsidiary of VF Corporation, opened its new Big Apple digs in Union Square earlier this month, just in time to preview its Spring 2014 wares during FFANY.
In case you missed the ads or didn’t get the chance to swing by its historic St. James’s Gate Brewery in Dublin this year, Guinness celebrated its 250th anniversary in 2009. While such an incredible milestone is most worthy of celebration (250 years!), what is particularly remarkable from a branding perspective is that its stewards have remained steadfast to the storied stout’s ingredients, kept its brand image equally pure and never turned their back on its rich Irish heritage. To put it bluntly, Guinness has never “put a lime” in its beer.
On Nov. 5, Villa—a specialty retailer of urban apparel and footwear with 24 stores in Pennsylvania—hosted a service day at West Philadelphia High School, with musician and humanitarian Wyclef Jean, The Timberland Co. and NBA Cares getting in on the action. “Our mission is to educate and inspire youth in inner cities, especially Philadelphia, to become community leaders,” Villa CEO Jason Lutz said, explaining the reasoning behind the retailer’s Big Serve initiative. Last week’s effort marked Villa’s largest service event to date.