From high fashion to fast fashion, sustainability is top of mind for pretty much all players in fashion today. For legacy footwear brand Timberland, the current challenge is not transitioning to more sustainable practices but instead proving to consumers through its marketing that the brand has been focused on sustainability for decades.
The VF Corporation-owned brand is using its biggest global marketing campaign to date, titled “Nature Needs Heroes,” which launched last week, to accomplish that goal. It will run throughout the year and into 2020. While the brand declined to share spending, this is the first campaign Timberland has activated across the Americas, Asia Pacific and EMEA, said Kate Kibler, vp, marketing and direct to consumer of the Americas for Timberland.
The core of the campaign includes a pledge to plant 50 million trees around the world in the next five years, pegged to new research from Swiss University ETH Zurich showing that restoration of trees is one of the greatest ways to mitigate effects of climate change. Since 2001, the company has planted more than 10 million trees worldwide. For this next push, with a goal of hitting 50 million trees, the brand is partnering with seven global partners including Great Green Wall and Trees for the Future.
“Timberland realized over the last few years that sustainability is really important to our customers, so we want to make sure we shared that message with them,” said Kibler. That includes the tree-planting initiative, as well as the brand’s other sustainable practices.