Global outdoor lifestyle brand Timberland has committed to planting 50 million trees around the world by 2025. The move builds on Timberland’s previous tree planting efforts; since 2001, the brand has planted more than 10 million trees worldwide.
“At Timberland, we’re conscious of the impact our modern way of life has on the planet. And we believe as a global lifestyle brand, and as individuals, we have a responsibility to make it better,” said Timberland global brand president Jim Pisani. “Trees and green spaces help improve the quality of our planet as well as individual wellbeing. Our commitment to plant trees is a real, measurable way to act upon our belief that a greener future is a better future. We encourage people everywhere to join the movement by taking their own actions – small or large – to be heroes for nature.”
To kick off its pledge, Timberland has launched its largest-ever global campaign, “Nature Needs Heroes,” calling on consumers around the world to join the movement by taking simple, small actions for a healthier planet. The campaign celebrates 12 eco-heroes who are making lasting, positive change for the environment and their communities. Each hero dons new styles from the fall 2019 collection, with city greenscapes as the backdrop.
The campaign will come to life through media activations across print, digital, out of home, social media and PR. The brand will also engage the global community to be heroes for nature through a series of tree planting and greening events.
To help realise its 50 million tree commitment, Timberland will partner with a range of organisations that support the environment through large-scale regreening and tree planting efforts. These organisations include the Smallholder Farmers Alliance, GreenNetwork, Tree Aid, the UN Convention to Combat Desertification, Connect4Climate – World Bank Group, Justdiggit, Las Lagunas Ecological Park, Trees for the Future, American Forests and Treedom.
Projects in year one will focus on Haiti, China, the Dominican Republic, the US, Tanzania and Mali – including support of the Great Green Wall, an African-led movement to grow an 8000km line of trees across the entire width of Africa to fight climate change, drought, famine, conflict, and migration.
“We are thrilled to have Timberland join the Great Green Wall movement – an emerging new world wonder that promises to grow hope for millions of people in the face of the 21st century’s most urgent challenges,” said Ibrahim Thiaw, executive secretary of the United Nations Convention to Combat Desertification.