We explored how loyal customers of different ages connect their identity with style, to keep Timberland relevant in China.
The challenge
Known in China as ‘踢不烂’ (unbreakable), Timberland needed to win Gen Z and millennials by standing for environmental advocacy and urban adventure.
Our approach
We studied style influences, functional needs and sustainability. Younger consumers wanted more sustainability, so we looked for ways to connect that message without losing core fans.
The result
A set of values for Timberland to align with, including sustainability, diversity, craftsmanship and versatility, with actionable initiatives.
4%APAC revenue growth in 2021
25%global revenue growth
Brand-wide figures reflect the client’s overall performance, not this project alone.
