The pop-up tour included the brand’s newest activation—Timbs Deli and Groceries—which featured a stuffed cat sporting the iconic boots and faux pigeons perched atop.Photo: Ariel Fox
Earlier this fall, the brand activated the tour, dubbed the Timberland Stoop series, for a second time in NYC. Making stops in different locations in the New York City area over the span of six weekends, the tour stopped in Brooklyn, Queens, Harlem, Washington Heights, and the Bronx. The Nov. 18 finale took place at Brooklyn’s Greenpoint Terminal Warehouse and included a free concert featuring musical performances by Kaytranada, Aminé, Roc Marciano, and Lola Brooke.
Throughout 2023, Timberland celebrated the 50th anniversary of the Original Timberland Boot by honoring the communities that helped make the yellow work boot a style icon. Meeting consumers directly in their communities, the pop-up hosted workshops, product customizations, giveaways, exclusive releases, musical performances, and the brand’s newest activation—Timbs Deli and Groceries. The 256-square-foot custom bodega nods to NYC culture with branded elements like “Butta’s Crunch” candy, “NY Cuppa Cawfee” coffee beans, “Yerrr” potato chips, and more.
The brand’s viral 250-pound giant boot that stands almost 10 feet tall was also on hand (or foot, rather). Timberland Stoop was designed by creative and experiential agency Game Seven.
"The city of New York plays such a large part in Timberland’s history that it made sense to debut and continue our Stoop series across the city. Parts of the city like the Bronx, Harlem, and Brooklyn are all areas that are central to building Timberland and our iconic yellow boot into what it is today, so it completely made sense to include these neighborhoods and boroughs in our series. New York is our second home after New England," said Ezra Martin, vice president of marketing for Timberland North America. (The company is based in Stratham, N.H.)
NYC also served as the inspiration behind the new bodega activation. "Every element ties back to the experience of the everyday New Yorker and a routine that is completely unique to this culture—heading to the local bodega. With Stoop focused on being about community, recreating the bodega experience, which is a central part of many neighborhoods around the city, we felt would resonate with our consumers," he explained.
Throughout the tour, Timberland tapped into the local scene with musical performances by Ferg, Fabolous, Dave East, Kelz2Busy, and ShellX; merch by local New York artists Taylor Simmons, Thor Kimmell, Airbrushbybobo, Shana Sadeghi-Ray, and Tattoos by Cake; workshops led by Phillip Leyesa, Ghetto Friends, Tiempo de Zafra, Ian Sullivan, Sadeghi-Ray, and LOSO; food and beverage provided by SEED Brklyn, Benfaremo, Melba’s, Mad Juicy, Wahizza, Empanology, and Sweet Chick; and DJ sets from Atelye Marc, Hellotones, Brandon Lamont, Vada, Ladiez Drink Free, and Dylan Ali.
Martin said the talent featured throughout the series were all performers the brand had "either previously worked with, are known fans of the brand and have an authentic connection to our brand and New York, and/or are inspiring individuals we feel truly represent what Timberland stands for."
Keep scrolling to see more from the final Timberland Stoop event...
