-By Barry Janoff, Brandweek

NEW YORK Although not a sanctioned Olympics marketing partner, Timberland plans to piggyback on the spirit of the event and snare as much of the enormous domestic and global TV audience as it can.

The outdoor footwear, apparel and accessories company will break a TV spot this week, "Podium," via Leagas Delaney, London. It is scheduled to air on national cable networks such as ESPN and Comedy Central, as well as local network affiliates in New York, Boston, San Francisco and Los Angeles. The ad will also run in China, where the 2008 Games are being held.

"Podium" follows a hiker as he ascends a mountain over rugged terrain, using various skills that could be associated with Olympic events (running, jumping, climbing, etc.). He ultimately reaches the summit and the camera pans around as he views the scene, beaming as if he had won a gold medal. Text reinforces the Olympic references: "Everyone dreams of standing on a podium. This is yours."

Tim Delaney, chairman of Leagas Delaney, said: "The first spot, 'Podium,' ambushes the huge Olympic audience to make a powerful statement about how Timberland consumers feel about the outdoors."

Support will include new spots and print later this year, Internet efforts and an interactive game. Spending was not disclosed. Timberland, Stratham, N.H., spent $8 million on U.S. media in 2007, but just $300,000 January-March '08, per TNS Media Intelligence.

"We want to appeal to a youthful demo and show up in unexpected places," said Carolyn Yang, Timberland's vp, global marketing. "The focus is to reinforce our leadership in the outdoor space."