Timberland
Timberland x Raptors

Putting up MVP-level sales numbers with a killer cultural crossover.

Our Contributions

  • Platform Strategy
    Audience Segmentation
    Media Strategy
    Media Buying
    Social Activation
    Creative Development
    Content Production
    Performance Analytics

In 2019, Timberland set out to launch a limited-edition Raptors boot as part of their NBA partnership — and saw an opportunity to push harder into direct-to-consumer e-commerce.

We saw a chance to do more than just drive sales; we saw an opportunity to build lasting brand momentum online.

To make it happen, we designed a three-phase launch strategy that captured demand, converted intent, and laid the foundation for Timberland’s future digital growth:

  • Phase 1 built anticipation through paid social and placements on Ticketmaster and The Score, growing Timberland’s email list by 53% before launch.
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  • Phase 2 drove traffic to Timberland.ca, where the boot sold out within hours.
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  • Phase 3 redirected fans to Footlocker.ca, avoiding dead-end “Sold Out” pages and keeping sales within Timberland’s retail network — while preserving hype and goodwill.

To keep energy high after the launch, we partnered with Raptors guard Norm Powell for a limited giveaway through Frenzy, a Shopify-powered streetwear app. Fans could win a signed boot at Timberland’s Stackt Market Pop-Up Studio — drawing sneakerheads and basketball fans together in person and online.

The combined campaign generated over 11 million impressions and a major spike in site traffic. But we didn’t let the momentum fade: we channeled that energy into a two-week holiday remarketing campaign that reworked Timberland’s global assets for the Canadian audience — proving that when you keep listening to your audience, hype can turn into sustained growth.

SCARY GOOD RESULTS

+53%

Growth in Email Subscribers Before Launch

+700%

Campaign ROI

$41K

Return on a $7k Media Spend (2 Months)

+11 M

Campaign impressions