Timberland Brings New Meaning to Minimalist Design
At the Weight of a Sneaker, New LiteTrace™ Boot Encourages Men to “Escape Faster” To Outdoor Adventure
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STRATHAM, NH â€“ Oct. 3, 2011 â€“ This fall, Timberland goes beyond minimal to give men a fast and ultra-light multi-sport boot. At just 12.5 ounces, the new TimberlandÂ® Mountain AthleticsÂ® LiteTraceâ„¢ Mid offers fast-paced adventurers the stability, traction, durability and waterproof protection of a hiking boot with the lightness of a sneaker. The LiteTraceâ„¢ boot marks the latest innovation in the TimberlandÂ® brand’s rich outdoor heritage of performance footwear.
Though minimalist shoes have risen in popularity worldwide in recent years, especially in the running space, Timberland noticed a void in the multi-sport category. By nature, traditional multi-sport and hiking boots are heavier than athletic shoes. As a result, many consumers can be found wearing sneakers on the trail, sacrificing the support and protection they need to be fully equipped for their adventures. As a brand with a long history of identifying and solving problems related to performance for the outdoors, Timberland greeted this challenge head-on.
â€œMen around the world turn to the outdoors to escape and explore. Unfortunately, many have been sacrificing the support and protection they need on the trail,â€ says Brian Moore, vice president of men’s footwear for Timberland. â€œWeighing just over 12 ounces â€“ our lightest design yet â€“ the LiteTraceâ„¢ boot strikes a perfect balance between minimal and durable. Men no longer need to compromise; they can now get the protection, stability and waterproofing they need, in an extremely lightweight multi-sport shoe.â€
The LiteTraceâ„¢ boot’s innovative, single-layer waterproof upper uses no-sew construction and minimal seam sealing for ultra lightweight, breathable performance. By eliminating layers, the membrane is closer to the foot and the outside of the shoe â€“ where heat and vapor transfer most easily â€“ creating a unique, breathable waterproof shell.
A PebaxÂ® foam heel insert further reduces weight in the shoe. Timberland is the first brand to use PebaxÂ® foam â€“ which is 20 percent lighter than EVA, more durable and resistant to temperature change â€“ in a multi-sport boot. The LiteTraceâ„¢ boot also features Green Rubberâ„¢ outsoles, made with 42 percent recycled rubber for traction and durability on the trails.
Timberland is supporting the launch of the LiteTraceâ„¢ collection with a robust integrated marketing campaign in North America. Key elements include:
TV: An energetic new television spot, â€œEscape Fasterâ€ created by agency of record Leagas-Delaney, follows the journey of a man seeking escape from the everyday rigors of city life to recharge in the outdoors. Our hero steps out of his office and immediately imagines himself in the outdoors, as mundane city scenes turn into inspiring outdoor vistas. The street becomes a rock-laden stream, deer populate the sidewalk, and ultimately a newsstand becomes a rock face he climbs to leave the city behind. His LiteTraceâ„¢ gear empowers him to Escape Faster. The spot begins airing this week in Denver, Minneapolis and Seattle.
Print: A print campaign reinforcing the â€œEscape Fasterâ€ message, also created by Leagas-Delaney, will run in a number of national and regional outdoor publications, including the Outside Buyer’s Guide, Backpacker, Wend, and Mountain Sports and Living, among others.
Digital/Social Media: In addition to a robust media buy with online media including the likes of Outside.com, Adventure-Journal.com and Pandora.com, Timberland has teamed up with The Gear Junkie’s Stephen Regenold to create the â€œFast & Lightâ€ channel at gearjunkie.com/fast-and-light. Consumers can watch the LiteTraceâ„¢ and other lightweight TimberlandÂ® gear in action as the adventurer pushes himself to the limit in a brand new video series. For the latest on new episodes to be released throughout the fall, consumers can tune in to the new â€œOutdoorâ€ tab on the Timberland Facebook page (facebook.com/timberland) and follow Timberland on Twitter (twitter.com/timberland).
The LiteTraceâ„¢ collection is available now on timberland.com and rei.com, and will be in select REI stores nationwide this week. Consumers can stay updated on the latest TimberlandÂ® innovations at mountainathletics.timberland.com.
Timberland, a wholly owned subsidiary of VF Corporation, is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the TimberlandÂ®, Timberland PROÂ®, Mountain AthleticsÂ®, Timberland Boot CompanyÂ® and howiesÂ® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. The company’s products can be found in leading department and specialty stores as well as TimberlandÂ® retail stores throughout North America, Europe, Asia, Latin America, South America, South Africa and the Middle East. Timberland’s dedication to making quality products is matched by the company’s commitment to â€œdoing well and doing good” — forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com.
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