Focus

ICNCLST co-created Timberland’s Built For The Bold platform, introducing new product innovation, global authenticators, and refreshed brand visuals. The initiative aimed to amplify Timberland’s identity through a thoughtful, experiential seeding and marketing program ahead of the September 2023 launch.

Execution

ICNCLST designed, produced, and fulfilled a campaign seeding program in collaboration with vendor Duggal. The kits featured soft-touch laminate shoe boxes with wrapped graphics and the campaign manifesto printed inside, along with custom communication cards, tissue paper, shipping boxes, and branded packing tape. A total of 150 kits were distributed to influencers, authenticators, and friends of the brand, complementing Timberland’s guerrilla-style marketing in key cities globally.

Cultural Impact

The campaign reinforced Timberland’s bold, authentic identity while delivering a tactile, high-impact unboxing experience. By integrating thoughtful design, strategic seeding, and global brand storytelling, ICNCLST helped position Timberland as both culturally relevant and innovative in the footwear and lifestyle space.