Is Timberland ready for a next step in China?
Timberland just wrapped up an 8-day activation at Shanghai's West Bund Dream Center (Sep 20-27), putting their iconic yellow boot centre stage.
Does Timberland have an opportunity to re-vitalize interest in China? ...connect to outdoor enthusiasm? ...crossover into street-style?
While they might not be able to recapture their peaks of the 90’s when they were the go-to brand for rappers and streetwear lovers... there is a space here for them to make a real impact in China.
Timberland could be well positioned for a renewal in China:
- Outdoor/exploration culture is exploding
- Timberland has real heritage as a hybrid outdoor x urban style brand
Right now, the connection to outdoor, exploration is a solid goal ...but;
I wonder if they dip into their rap/street playbook as a follow-up?
Could Xu Minghao (who’s from China), and a member of the Korean Kpop group, "The8" ...help help edge Timberland towards this rap/street direction?
