Wyclef Jean has signed with Timberland to become its newest “Earthkeeper Hero.” The musician/singer and the outdoor footwear and apparel company have partnered on a U.S. campaign to promote environmental and humanitarian efforts in Haiti.
Wyclef and Timberland have created “Yéle Haiti boots” made from recycled and organic materials, which will be available in late November. Yéle Haiti, a grassroots organization Jean started in 2005 to fund reforestation efforts in Haiti, will receive a $2 donation for every pair sold.
The two also collaborated on “Tree” T-shirts designed by art students from the FOSAJ Art School in Haiti. For each shirt sold, $1 will go to Yéle Haiti. Eco-conscious concert T-shirts will be for sale at Wyclef shows during his upcoming tour, which supports the Wyclef Jean”album slated to drop in March 2010. A percentage of the proceeds from the concert shirts will also be donated.
“Wyclef is a real-life Earthkeeper who shares our purpose and passion,” said Timberland president and CEO Jeff Swartz, in a statement. “Between his fans and our customers, you can expect to see big things from this collaboration.” Timberland currently has seven Earthkeepers including the founders of Project Dirt and swimmer Christopher Swain.
Timberland will promote the Earthkeeper program through Twitter, MySpace, Facebook and other social media channels. These efforts will direct users to Earthkeeper.com where users can download exclusive Wyclef songs, enter contests and donate. Visitors to Imeem.com will be able to purchase and download playlists that Wyclef has created, with all proceeds going to Yéle Hati. Wyclef will participate in several Earthkeeper “Dig It” tree plantings in communities, and will make other promotional appearances.
Timberland spent $10.5 million on advertising last year, but has only spent $12,000 in the first seven months of 2009, per Nielsen.