Timberland has launched Timberland, an immersive digital gaming experience that takes fans on an “epic journey” through the brand’s past, present and future.
A yellow book, also known as Timbs, is at the heart of the immersive experience, inviting gaming enthusiasts to relive the greatest moments in Timberland history in unique and brand-defining chapters from New York to Tokyo, London to Milan.
Developed in partnership with global agency for digital innovation R/GA, TimbsTrials will initially launch in the UK and US, with more countries to follow, according to the brand. The game will come to life both online on the dedicated Timbstrials.co.uk microsite and in Timberland stores around the world, creating a link between the Metaverse and the real world.
Timberland explores the evolution of its footwear innovations, from the original yellow boot to its current GreenStride boot collection, celebrating the stories, art, music and people who created the culture around the footwear brand.
Chapters include ‘New England Origins’, a journey to a scenic corner of New England where the Timberland story began. Here, fans can explore the original factory, hike trails, and meet a husky in the snowy landscape.
The ‘Tokyo/London/Italy’ chapter relives Timberland’s early international moments, including a party on the London Underground, meeting Italian Paninaro and chatting up a ’90s Harajuku girl while ‘Hip Hop Heritage’ takes you back in time to ’90s New York City to hear tales of rapper Fat Joe and the rise of the yellow boat on the hip-hop scene.
There are also chapters dedicated to sustainable design, collaborations and looking to the future, with a focus on Timberland’s commitment to product innovation and leadership in sustainability, and the vision that all of the company’s products will have a positive impact by 2030 should have on nature.
“The digital experience illustrates how our boot innovation is connected from the past to the present,” Timberland said in a statement.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ.