When COVID shifted shopping habits online, Timberland® needed to move fast — and smart. Launching the eco-friendly GreenStride™ Collection wasn’t just about selling shoes; it was about redefining the brand’s connection with a new kind of consumer: The Adventure Doer.
This digital-native audience values sustainability, community, and individuality. Their fashion sensibilities merge form and function, and their loyalty is earned through authenticity, not noise. We built our strategy around their mindset, ensuring that GreenStride™ would speak directly to what they care about most — product innovation with purpose.