Wyclef Jean & Timberland partnership to fuse music, product

05 Oct '09

5 min read

The partnership will be supported through broad-level marketing support and includes:

Earthkeepers Yele Haiti Product Collaboration
Wyclef and Timberland have collaborated on a 16-boot footwear collection, slated to launch late November under the popular Timberland Earthkeepers(TM) line. For every pair sold, $2 will be donated to Wyclef's Yele Haiti to support reforestation in Haiti. The collection of eco-conscious footwear, made from recycled and organic materials, will be available globally for men, women and kids.

In addition to the boots, "Tree" tee shirts designed by Haitian art students from the FOSAJ Art School in Jacmel, Haiti will be sold in Timberland® stores and on timberland.com. For each tee shirt sold, $1 will go to Yele Haiti to support reforestation and art programs in Haiti.

Album Release & Tour Merchandise
As part of Wyclef's forthcoming Wyclef Jean album launch and tour throughout 2010 (North American dates February - April), Timberland will create a collection of eco-conscious apparel to be sold at his concerts and on wyclef.com, with a percentage of proceeds to be donated to Yele Haiti. The assortment will include organic concert t-shirts and hats as well as Earthkeepers(TM) Yele Haiti boots.

Social and Digital Media
Wyclef will join forces with Timberland to combine their deep social media networks and influence across platforms ranging from Twitter, YouTube, MySpace, Facebook, imeem, Social Vibe and wyclef.com to call attention to and raise funds for Yele Haiti (yele.org). In an innovative partnership with imeem.com, users can purchase and download playlists created by Wyclef, with all proceeds going to Yele Haiti. On Social Vibe, users will be invited to learn about Timberland initiatives to earn points and raise funds for Yele Haiti.

All platforms will guide back to Timberland's earthkeeper.com home page, featuring ongoing partnership details; exclusive Wyclef music downloads; consumer contests and a call to action for consumers to "Join the Movement" and be a part of service and activism in their local community or donate funds to Yele Haiti.

In-Store and Music Initiatives
The collaboration will be celebrated at Timberland retailers around the world in 2009 and 2010 with a series of in-store appearances, concerts and promotional events by Wyclef Jean designed to raise awareness and funds for Yele Haiti. For 2009, planned U.S. appearances include Sneaker Villa in Philadelphia on November 4 followed by a service event on November 5; Timberland's New York City flagship store at 474 Broadway and Jimmy Jazz on November 19; and Underground Station in Atlanta on December 3.

In addition, during the 2009 holiday season, consumers purchasing the Earthkeepers Yele Haiti boot at select stores will receive a free CD copy or downloadable EP of DJ Drama Presents Wyclef Jean A.K.A. Toussaint St. Jean From The Hut To The Projects To The Mansion (CarnivalHouse/Megaforce/RED/Sony Music). In 2010 various consumer promotions will include select tracks from Wyclef's forthcoming March 2010 release, Wyclef Jean (Carnival House/Columbia/Sony Music). Timberland stores will also feature window graphics, displays and branded materials driving consumers to donate to Yele Haiti.

Timberland Company

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