We revived Timberland’s legacy in the Chinese market by positioning the Yellow Boot as a must-have fashion piece among China’s new wave of consumers.
The one and only, Yellow Boot. Timberland launched a global campaign to pay homage to the legacy of the brand, in a worldwide tour that reached the Chinese market.
The challenge was to thread a narrative that would resonate with China’s Gen Z consumers and bring fresh direction to the global campaign by making boot culture synonymous with youth culture.
The goal? To rejuvenate Timberland’s legacy in the Chinese market by positioning the Yellow Boot as a must-have fashion piece, and direct the brand’s identity toward personal experiences that attract China’s new wave of consumers.
Working in lockstep with our client, we used Timberland’s prime TV ad to shape consumer perceptions and ignite brand loyalty: The “unbreakable” Yellow Boot became a symbol for young audiences, embodying the daring spirit of the brand and encouraging them to embrace a bold new lifestyle.
We landed Timberland’s campaign on social media platform RED (小红书), where we gave voice to a diverse lineup of Chinese key opinion leaders (KOLs). Through organic releases and outerwear reviews, influencers explored their connection with the brand and brought Chinese fashion enthusiasts together.
We partnered with Timberland on its first premium store opening in Shanghai. Through celebrity seeding and customized DIY boxes that reinterpreted the brand’s classic styles, we enhanced exposure to Timberland designs among China’s next-gen consumers.
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