Dubai: Timberland’s global ICONIC campaign launched in the GCC today, marking the 50th anniversary of its iconic Original Yellow Boot™. The campaign continues the momentum that began globally, with renowned creatives such as Naomi Campbell, Teddy Swims, Slawn, and Kai-Isaiah Jamal championing the timeless spirit of the boot, symbolising grit, innovation, and authenticity.
The ICONIC campaign focuses on empowerment, bold self-expression, and fearlessness, embodying the essence of individuality. Like the Original Yellow Boot, the campaign features figures who are true originals, celebrated for their authenticity. Naomi Campbell, captured by legendary photographer Jamie Morgan, is the star of the campaign. The supermodel’s striking portrayal wearing only the Yellow Boot reinforces the message of originality.
In Dubai, Timberland introduces a unique in-store experience at select locations. Customers purchasing the 6-inch boot can customise their footwear, adding a personal touch to this iconic item. The customisation options allow individuals to express their unique style while celebrating the boot’s enduring legacy.
Maisie Willoughby, Chief Marketing Officer at Timberland, explains, “The ICONIC campaign marks a new direction for Timberland, blending boldness with authenticity. The Original Yellow Boot remains a cultural cornerstone, embraced globally for its authenticity and timeless appeal.”
Jamie Morgan’s monochrome photography in the campaign highlights the boot’s enduring influence across generations. Morgan describes the Yellow Boot as truly iconic, having earned its place at the forefront of fashion, making it a symbol of youth culture and timeless style.
The ICONIC campaign will be featured across digital, social media, and in-store activations, including customisation options at Timberland stores in Dubai Mall, Mall of Emirates, and Dubai Hills Mall.
