With the global ICONIC campaign, Timberland is drawing on the energy and momentum of its iconic worker boot and is building on the icon's 50th anniversary last year.
Since 1973, the original Yellow Boot has stood for durability, innovation, craftsmanship and timeless style worn and loved by cultures and communities worldwide.
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With the ICONIC campaign, Timberland 2024 is continuing its success story and calling on four world-renowned creatives — Naomi Campbell, Teddy Swims, Slawn and Kai-Isaiah Jamal — to remind us all of what it means to be a true original.
The ICONIC campaign highlights the spirit of fearlessness, empowerment and bold self-fulfillment that characterizes each of these impressive personalities.
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Like the original Yellow Boot, every talent in the campaign embodies the attributes of timelessness, authenticity and, above all, originality.
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The original Yellow Boot's distinctive “wheat” color, its unparalleled craftsmanship and long-lasting comfort have cemented its status as the world's most famous and recognizable boat — a testament to authenticity and the influence of youth culture on brands.
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Naomi Campbell, who is rightly referred to as the “original” supermodel, only wears the original Yellow Boot and thus underlines the campaign's core message: authenticity and originality. The campaign was shot by revolutionary photographer Jamie Morgan, who redefined the rules of fashion photography.
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His pictures are iconic and represent individuality and self-expression. In 1984, he photographed Naomi Campbell as an aspiring young model.
The circle is complete: two British icons combine their strengths for this impressive portrait of the legendary original Yellow Boot.
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Naomi was one of the first black models to achieve significant success in the fashion industry. Her impressive presence on the catwalks and magazine covers helped redefine beauty standards and paved the way for more diversity in the industry.
She has become a cultural icon celebrated for her style, message of empowerment, and philanthropic efforts.
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The soulful singer-songwriter Teddy Swims was captured in an impressive image that reflects the same courage and honesty expressed in his genre-spanning music.
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What sets him apart is his ability to add a unique mix of vulnerability and self-confidence to every performance. His lyrics deal with topics such as love, loss, and self-discovery and are so honest that they are well received by a wide audience.
“If I were going to call myself an icon, it would be because of authen:city. I try to beauthen:c and vulnerable. I think that’s an iconic thing. Through the generations, it’s been consistent. It’s a powerful boot that represents style in such a way that never changes. It’s always fresh no ma\er what year it is, no ma\er what you put on."
— Teddy Swims
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The British-Nigerian designer and artist Olaolu Slawn — known as Slawn — started out in Lagos at WAFFLESNCREAM, Nigeria's first skate shop.
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He can also be seen in the monochrome pictures, which emphasize the connection between Slawn and the original Yellow Boot and highlight the indestructible spirit that characterizes both. Known for his eye-catching street art and abstract expressionism, Slawn is an icon in the art world.
"This boot is classic. Sexy. Very me. I’ve got like six pairs."
— Slawn
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Kai-Isaiah Jamal, model, poet, non-binary activist for trans visibility and icon of her generation. As a pioneer, she is committed to raising marginalized voices and celebrating her authentic self.
Kai embodies The Original Yellow Boot's legacy by professing who she is and leaving a lasting footprint on the world.
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"For me iconic is things that have legacy, history, and cultural footprints. Ul:mately the story behind Timberland and the way in which culture was embraced and has birthed from it a new culture… for me that is deeply iconic."
— Kai-Isaiah Jamal
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A story to watch: The ICONIC Campaign will set a milestone for the brand's next 50 years.
"We’ve seen tremendous energy behind the brand since our anniversary, with several luxury fashion collabora:ons thisyear alone. The ICONIC campaign is an extension of that energy, signifying a fresh direc:on for the brand and fueling our status as the arbiter of boot culture. This campaign is incredibly bold and authen:c, and Timberland has always been about embracing originality; and what is more iconic than the Original Yellow Boot?"
— Maisie Willoughby — Chief Marketing Officer of Timberland
Timberland is available at 43einhalb, AFEW-Store, Asphaltgold, Brooklyn, HHV, Jumpnshoez and SneakerTwins.
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Photos via Timberland
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