American outdoor brand Timberland launches GreenStride

27 Sep '21

2 min read

Pic: Business Wire/ Timberland

Timberland, an American outdoor brand, has announced the launch of its proprietary product GreenStride to further its commitment to a greener future. GreenStride soles are naturally lightweight and comfortable; they are made from 75 per cent combination of renewable sugar cane and responsibly sourced rubber, offering cushion and rebound with every step.

“The GreenStride soles come in waterproof boots, designed for anything nature throws your way. New styles for FW21 include: GreenStride Solar Ridge Waterproof Hikers, GreenStride TBL Originals Ultra Waterproof Boots and GreenStride Edge 6-Inch Waterproof Boots for men; and GreenStride Ray City 6-Inch Waterproof Boots and GreenStride Edge 6-Inch Waterproof Boots for women,” the footwear manufacturer said.

“We’re excited to debut our GreenStride eco-innovation in boots, which have been the heart and soul of the Timberland brand for decades,” Chris McGrath, vice president of global footwear design for Timberland, said in a press release. “Our designers worked tirelessly on these progressive new styles that are built to perform in the outdoors, from the city to the trail and back again. They’re lightweight, waterproof and ready for anything.”

To support the launch, Timberland activated a global, digital-first campaign that celebrates the brand’s long heritage of innovation and boot making. GreenStride boots take centre stage in the campaign through striking imagery, one-of-a-kind materiality sculptures, video vignettes and digital animations that bring product benefits to life.

“When people think of boot culture, they think of Timberland,” Drieke Leenknegt, global vice president of marketing for Timberland said. “With this campaign, we celebrate our latest boot innovation through highly visual, even artistic creative that inspires ‘Adventurous Doers’ to pull on their GreenStride boots and get outside. To bring it all to life, we’ve given a platform to the game changers of today, who take steps every day to move their communities, and the world, forward.”

Fibre2Fashion News Desk (JL)

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