Timberland invites consumers to support Covid-19 efforts

14 Apr '20

3 min read

Pic: Timberland

Timberland, a lifestyle brand, announced to call upon consumers worldwide to join Timberland and its parent company, VF Corporation, to support GlobalGiving Coronavirus Relief Fund. The VF Foundation, private grantmaking organisation, made an initial contribution of $1.5 million and will match all consumer donations two-to-one, up to an additional $500,000.

Timberland launched a global social media and digital campaign on Monday, April 6 to support the effort.

“We believe in the power of nature, and human nature -- which in times like these, compels us to support our communities and protect what we love,“ Atlanta McIlwraith, senior manager of community engagement for Timberland, said in a press release. “Through this match, which triples any donation made, we’re able to offer our extended community a meaningful way to amplify their positive impact and help people in need worldwide.”

The $500,000 match is part of a larger VF Foundation grant strategy that includes $1.5 million to support the Colorado Covid-19 Relief Fund, the CDC Foundation Emergency Response Fund, and the Covid-19 Solidarity Response Fund. GlobalGiving, the grantmaking partner of The VF Foundation, strategically supports organisations that address the greatest community needs in countries and communities around the globe.

On a grassroots level, Timberland has also supported the response effort from its global headquarters in Stratham, New Hampshire. The brand recently delivered 2,000 PPE items, including n95 masks and nitrile gloves, to local towns for distribution. This week, Timberland PRO will deliver 850 pairs of its Renova nursing shoes to healthcare workers on the front lines at the Elmhurst Medical Centre in Queens, New York.

Timberland also initiated a “Serve Safely from Home” campaign, encouraging employees to use their Path of Service community service hours to support the local community. These efforts have resulted in 375 hand-sewn masks for local senior centres, as well as artwork and cards of encouragement made by employees and their children to brighten residents’ rooms at the nearby Riverside Rest Home.

“These days in particular, it can be lonely for seniors at the Riverside Rest Home and other facilities that can no longer receive visitors,” Jason Blades, community engagement manager for Timberland, said in a press release. “As human beings we need connection with others, and many of us are seeking ways to make a difference and engage our kids. These two projects enabled our employees to help make it better for others from the safety of their homes.”

Through Timberland’s Path of Service programme, employees are given up to 40 hours of paid time to serve in their communities.

Fibre2Fashion News Desk (JL)

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