Timberland: 10061

To celebrate community and self-expression, two things Timberland supports wholeheartedly, we created 10061.com, a website named

after the SKU of the Timberland yellow boot. We launched the site with a leather billboard campaign.

Each billboard was erected as a blank leather canvas in the Bronx, Brooklyn and Harlem. Artists painted the boards during a live promotional event. The billboards would live as murals for 30 days. After that, they would become art installations in local community

centers and eventually the adorned leather would be used to make limited-edition boots. Even better, the boots would be auctioned off to support local charities.

Timberland fans are known for adorning their boots with artwork, so the Timberland yellow boot was already a familiar canvas for people on the street. We just wanted to provide a larger leather canvas to express themselves and their community on.

Anyone was free to tag the leather billboards and in essence become designers for the limited-edition boots that would eventually bear their artwork and their community’s name. It was the perfect way to have a conversation through a medium (leather) both Timberland and its consumers already shared.

ART, COMMUNITY AND KICKASS BOOTS

The leather billboards supported the launch of Timberland’s website, 10061.com. Also designed to celebrate community and self-expression, the site showcased five original yellow boot designs by five New York-based artists. Jeff Ng represented Manhattan.

The RZA, Staten Island. Atsuko Tanaka, Queens. Chris Mendoza, The Bronx. And David Ellis aka SKWERM, Brooklyn.

In addition, the site featured a series of reissued vintage boots that only those who submitted artwork had access to preview.

Visitors to 10061.com were also encouraged to watch films about the artists as well as submit their own artwork, video, photography and other forms of creative self-expression for display in the site’s User Gallery.