Timberland boots were a cultural icon in the ‘90s. Not only were they a massive part of the US hip hop scene, they were also a part of an Americana movement that spread throughout Europe, Tokyo and Australia. They were more than just footwear, they were an expression of identity, community and culture.

The problem for Timberland, was that a new generation of their customers weren’t even born when all this was going on.

To help reach this next generation, Timberland’s global marketing team engaged R/GA Australia. The ask?  Create a digital experience that would help reinvent their brand for the digital age. 

Introducing the TimbsTrails. An immersive web-based experience that invited Timberland fans on a journey through the biggest moments in the brand’s history. 

A non-linear story structure meant fans could jump straight into whatever moment in history interested them most, from the original Timberland factory in New England, to Tokyo’s Harajuku district, London’s rave scene, and the exact piazza where the Italian Paninaro movement started. In total, there were 15 uniquely-themed environments, each crafted with details true to their time and place. 

Although visually inspired by ‘90s first-person shooter games, the TimbsTrails is more like an explorable documentary filled with interviews, stories, hidden rooms, and recipes. You can even get an introduction to the New York hip hop scene from legendary rapper, Fat Joe.

As they explore, fans are encouraged to collect virtual boots to unlock a ‘Future Trail’ where real-world rewards, like Timberland boots and merchandise can be won.

The TimbsTrails experience was built using Unity WebGL to achieve mobile-first design, and remove the barrier of apps and downloads. 

Each of the unique areas in the experience was brought to life with historically accurate visuals, music and spatial SFX – pushing what is possible in a browser.

In total there were:

2 x recorded character voice overs to welcome players to a scene.

6 x videos featuring influencers like Fat Joe and Ghetto Gastro.

96 x story cards created in partnership with international footwear magazine SneakerFreaker to tell Timberland’s story.

All creative, design and technology work was run end-to-end from Australia and pushed to global markets, allowing Timberland to reach the next generation in a completely new way and laying the foundations for their metaverse ambitions.

The TimbsTrails reached over 23 million sneakerheads, with 41% more likely to buy from Timberland as a result. The experience also contributed to Timberland’s #4 ranking on the 2022 Ad Age Harris Poll for brands gaining attention with Gen Z. 

Through mass organic reach, we helped a brand that has always been a part of youth culture reimagine their story for a new generation.