Timberland — Built For The Stage
Built For The Stage put Timberland back at the centre of culture. The sold-out boot and the new wholesale clients made it a partnership that delivered on every metric.
— Timberland
Timberland wanted to refresh its relevance with a new wave of urban music fans and translate cultural visibility into concrete wholesale and DTC growth.
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DISCOVER TIMBERLAND
Built For The Stage
Partnership Objective
Reinforce Timberland's cultural credentials with urban music audiences and drive a sold-out limited collab plus new wholesale clients across two editions.
UMA Strategy
UMA made Timberland Official Footwear Partner across two editions, outfitting artists and launching a limited UMA x Timberland custom boot with an artist styling programme.
Activation
Official Footwear Partner across two editions; artist styling programme outfitting 30 nominees; limited UMA x Timberland custom boot; red carpet boot wall; wholesale preview event for 120 buyers; retail launch tied to a nominee music drop.
Audience Reached
Two-year cumulative reach across UK and USA broadcast, livestream and wholesale audiences.
Media Coverage
Coverage across Hypebeast, Highsnobiety, GQ, Complex and urban music press, with the custom boot generating organic resale market activity.
Campaign Outcomes
3.6 million audience reached across two editions; 33% sales uplift on the Timberland core boot range; the limited UMA x Timberland boot sold out in five days; 26 new wholesale clients onboarded following the buyer preview.