The campaign explores the people, movements and moments that have defined Timberland through generations. A brand so embedded in culture, the dictionary wrote itself.
NEW YORK, SEPTEMBER 9, 2026 – From workwear staple to cultural icon, Timberland has occupied a singular place at the intersection of craftsmanship, community and style for over 50 years. Today, the brand introduces The A to Z of Timberland, a global campaign that celebrates the communities, faces, and voices that have made Timberland their own. Iconic figures past and present who share the brand’s unapologetic spirit help bring the story to life, in a tapestry of content featuring RZA, The Notorious B.I.G, Ozzy Osbourne, Tyshawn Jones, Sha’Carri Richardson, Yaeji, and more.
Conceived as a visual and verbal dictionary, the campaign weaves in both archival and contemporary content, including inventive consumer-generated memes that capture how deeply Timberland is embedded in culture. Themes explore the dualities that have shaped the brand: rugged and refined; heritage and modernity; individuality and collective identity. Each entry reflects the stories, values and cultural touchpoints that continue to define Timberland’s unmistakable presence around the world. Every letter is a story and every story, a piece of their legacy: B for Boroughs; C for Community; I for Iconic; H for Heritage; L for Legacy; U for Unapologetic; and of course, T for Timberland.
Bringing these narratives to life is a cast whose influence spans music, fashion, sport, design and contemporary culture. Hip - hop pioneer and Wu-Tang Clan founder RZA, who stars in and narrates the film, represents a legacy that helped cement Timberland within the genre's visual identity, while multidisciplinary artist Yaeji embodies a new generation connecting club culture, contemporary art and global pop. Professional skateboarder Tyshawn Jones and Olympic champion Sha’Carri Richardson reflect fearless ambition, uncompromising individuality and an unapologetic approach to achieving their full potential, while Paris-based creative Garance Vallée embodies an enduring commitment to craft and honing a distinctive style.
Archival imagery of hip hop artists like The Notorious B.I.G, Tyrese and O.G.C. through to rock royalty Ozzy Osbourne add to the tapestry, celebrating not only their own legacies, but their contribution to Timberland’s 50-year story. These icons are just as relevant now as they were then.
“The A to Z of Timberland is a visual dictionary that literally wrote itself; a reflection of communities past and present who have adopted our brand and shaped it to what it is today” says Maisie Willoughby, Chief Marketing Officer for Timberland. “This campaign is a celebration of the rich tapestry of cultural movements that have transformed Timberland from a footwear brand into a shared universal language. It’s an ever-evolving archive, co-created with our communities.”
Rather than tell a singular brand story, The A to Z of Timberland invites the world to discover the many stories that have collectively defined the label across continents and generations. B is for ‘Butters’ pays tribute to one of the brand's most enduring icons, the Original Yellow Boot—nicknamed Butters by the community that catapulted the brand within culture. B also stands for Boroughs, coming to life through a clever consumer interpretation of a New York City subway map. Or Beef & Broccoli—another name coined by the streets of New York in the ‘90s, paying homage to the popular Chinese American takeout dish: brown for beef and green for broccoli.
The A to Z campaign rolls out worldwide beginning September 9, driven by high impact digital out-of-home, VIP events, retail store activations, and entertainment-first social content co-created with the Timberland community, showcasing how the Timberland dictionary wrote itself.
Credits: Timberland
Maisie Willoughby – Chief Marketing Officer
Meg Hammond - Senior Director, Brand Management
Drew Villani – Senior Director, Brand Creative
Credits: Production Partners
Walid Labri – Director + Photographer, Division Global
Marcus Allen – Celebrity Wardrobe Stylist
Lauren Nikrooz – Production Designer
Jezz Hill – Makeup Artist
Dre Demry Sanders – Hair Stylist Edward Lampley – Hair Stylist Mei Kawajiri – Nail Artist
Yoko Katsumata – Nail Artist
GKLD – Casting
About Timberland
Timberland is a global lifestyle brand rooted in a rich heritage of life and work in the outdoors and inspired by a relentless spirit of adventure, craftsmanship, and innovation. Since its founding in 1973, Timberland has become synonymous with weather-ready, heritage style that’s equally at home on city streets, festival grounds, and mountain trails. From runway shows to sporting events, Timberland is embraced as a global icon of style and substance.
At the heart of the brand is the original Timberland® yellow boot. With its bold design and gritty attitude, this boot has transcended its humble roots to become a cultural and fashion statement recognized worldwide. Today, Timberland continues to blend rugged durability and refined design across footwear, apparel, and accessories, delivering premium, crafted style that helps you stand tall and make your mark.
Headquartered in Stratham, New Hampshire, USA with international offices in Stabio, Switzerland and Shanghai, China, Timberland is a VF Corporation brand. Through timberland.com, dedicated Timberland® retail stores, and trusted wholesale partners, Timberland serves customers in over 100 countries. Follow us @timberland or @timberlandpro.