For over 50 years, Timberland has stood at the forefront of adaptive, outdoor-oriented footwear. The Field Boot, one of Timberland’s most idolized silhouettes, was revamped and optimized for the Modern Trail and slated for relaunch in fall 2016. With the 30th anniversary of the Field Boot looming, Timberland wanted a fresh take and to breathe new life into a style so deeply embedded in its heritage. As Timberland looked to tackle the challenges of the modern trail, they turned to us to help inform their path. As part of a continued relationship, the 12ozCollective studio assisted Timberland with marketing, brand direction and the development of go-to-market assets for the milestone reintroduction of the Field Boot.
This sell sheet is a piece of those efforts, introducing the new Field Boot back to wholesale accounts, as well as highlighting marked improvements in its current offering with an emphasis on three core components: heritage, style and performance. With the goal of incorporating Timberland’s core principles, this document is infused with 12ozCollective’s unique approach to branding.
The 12ozCollective studio helped update the image of the Field Boot with distinctive style, meticulous planning, extreme attention to detail and creative concepts, finally giving it the attention it deserved with a full, integrated marketing campaign to accompany the relaunch.
Professional studio photography elegantly displays three classic colorways and styles of the Field Boot on the terrain it was built for. Carefully selected birchwood was laser engraved with Timberland’s emblematic logo, the state tree of New Hampshire, for the cover asset. Fallen leaves from Oregon reflect the Field Boot’s performance on the trail, rich soil speaks to its heritage and dark asphalt represents an element of style, appreciated from country highways to the city streets.