Every brand is tempted to create its own version of Timberland’s new tagline, “This Is Not a Boot.” Whether that lives on a billboard ad or in a brand purpose statement from their CMO, marketers want to convince consumers that purchasing their product represents an ethos that cannot be confined to consumerism.
By connecting the 50th anniversaries of hip-hop and the shoe that has been a fixture of New York City streetwear, Timberland avoids “This Is Not a Boot” coming off as a corporate cliche.
To commemorate five decades since launching the original yellow boot, the brand is paying homage to the communities that brought it into the mainstream while recognizing how the shoe has cropped up in various cultural contexts.
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