Timberland took over the abandoned platform within the Bowery subway station in New York City to launch the new fall/winter 2021 GreenStride collection on Wednesday. An experience like no other, guests were urged to get ready for anything as they descended into the deserted subway station Timberland transformed into an urban oasis.
The natural elements that make up the boots within the GreenStride collection were on full display, with exclusive deconstructed boot sculptures from the collection strategically placed throughout for guests to experience. The collection features shoes with lightweight comfort, waterproof protection, and eco-innovation. The GreenStride collection marks the first time GreenStride technology is featured in Timberland boots and is a reimagining of signature Timberland styles such as the Classic Yellow Boot and Original Earthkeepers Boot.
The exclusive launch event featured a one-of-a-kind botanical sculpture of the all-new Ray City boot by artist Olivia Rose, and food and drink by Jon Gray’s Ghetto Gastro, both of whom are featured in the new brand campaign launching today.
GreenStride soles are naturally lightweight and comfortable; they are made from a 75 percent combination of renewable sugar cane and responsibly sourced rubber, offering cushion and rebound with every step. And now they come in boots – waterproof boots, designed for anything nature throws your way. New styles for fall/winter 2021 include the GreenStride Solar Ridge Waterproof Hikers, GreenStride TBL Originals Ultra Waterproof Boots, and GreenStride Edge 6-Inch Waterproof Boots for men; and the GreenStride Ray City 6-Inch Waterproof Boots and GreenStride Edge 6-Inch Waterproof Boots for women.
“We’re excited to debut our GreenStride eco-innovation in boots, which have been the heart and soul of the Timberland brand for decades,” said Chris McGrath, vice president of global footwear design for Timberland. “Our designers worked tirelessly on these progressive new styles that are built to perform in the outdoors, from the city to the trail and back again. They’re lightweight, waterproof, and ready for anything.”
“When people think of boot culture, they think of Timberland,” added Drieke Leenknegt, global vice president of marketing for Timberland. “With this campaign, we celebrate our latest boot innovation through highly visual, even artistic creative that inspires ‘Adventurous Doers’ to pull on their GreenStride boots and get outside. To bring it all to life, we’ve given a platform to the game changers of today, who take steps every day to move their communities, and the world, forward.”
Photos by Dimitrios Kambouris / Getty Images for Timberland