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Wyclef Jean & Timberland partnership to fuse music, product

05
Oct '09
The Timberland Company announced a partnership with globally renowned Grammy Award-winning musician, humanitarian, and Goodwill Ambassador to Haiti, Wyclef Jean. Wyclef is one of six Earthkeeper Heroes within the company's 2009 Earthkeepers program, which aims to catalyze a movement of environmental and social activists. A first for both Wyclef Jean and Timberland, this innovative partnership will fuse music, product, digital and social media, service events and concerts to motivate and inspire consumers to take action in protecting the environment.

This new alliance is grounded in a shared commitment to the environment and a passion for improving communities throughout the world. In 2005, Wyclef founded Yele Haiti to build global awareness for Haiti while helping to transform the country through programs in education, sports, the arts and environment. Similarly, Timberland has long advocated global social justice and environmental stewardship, planting more than one million trees and greening 300 communities throughout the world.

"It is not common to find an agreement between an individual and a corporation with so many altruistic synergies. I am truly humbled and excited to begin our journey together. Timberland is not only a brand I have worn as long as I can remember, but now I feel I have gained a friend in Jeff [Swartz, Timberland's President and CEO] and the respect of what is beyond a brand. I have the utmost respect for what he and his company stand for not only in its legacies but in its future. I am looking forward to making change together," says Wyclef Jean.

"Wyclef is a real-life Earthkeeper who shares our purpose and passion," says Timberland President and CEO Jeff Swartz. "The work he's doing in Haiti is a reminder that we all have the power to inspire change - and that joining forces may lead to even greater accomplishments. Between his fans and our customers, you can expect to see big things from this collaboration."

Timberland and Wyclef officially kicked off their partnership last night at an event at WNYC Radio's street-level broadcast studio, The Jerome L. Greene Performance Space. The evening began with an interview by environmental justice advocate and founder of Sustainable South Bronx, Majora Carter, as part of The Greene Space's "NEXT New York Conversation" series, sponsored by HSBC, "The World's Local Bank." The interview will air later this month on public radio's The Promised Land. The interview was followed by a celebration of all Earthkeeper Heroes, highlighted by a live Wyclef performance during which he played new music from his forthcoming album, Wyclef Jean (Carnival House/Columbia/Sony Music) slated for a March 2010 release.

The launch continues this weekend with a "Dig It" tree planting event at Van Cortlandt Park in the Bronx. "Dig It" is an extension of Timberland's Earthkeeper Network and commitment to urban greening and community building. Throughout 2009 and 2010, Wyclef will participate in several Timberland "Dig It" events around the U.S. and Europe, including a service event at West Philadelphia High School on November 5 and a tree nursery project in his native Haiti. The events will bring together eco-minded activists, musicians and communities through tree planting, education and music.


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