Timberland today unveils its global ICONIC campaign, continuing the energy and momentum that took the world by storm last year as its iconic work boot turned 50. Since 1973, the Original Yellow Boot™ has stood for grit, innovation, and timeless style, adopted by cultures and communities worldwide. Now, the brand calls on four world-renowned creatives–Naomi Campbell, Teddy Swims, Slawn, and Kai-Isaiah Jamal–to remind us all what it means to be a true original.
The ICONIC campaign shines a light on the spirit of fearlessness, empowerment, and bold self-expression that defines each of these influential figures. Like The Original Yellow Boot, each person in the campaign is timeless, authentic, and above all, original.
Aptly coined the original supermodel, Naomi Campbell is beautifully captured wearing solely the Original Yellow Boot to emphasize the campaign's core message of authenticity and originality. The campaign was shot by groundbreaking photographer Jamie Morgan, who famously shot Naomi Campbell as a budding young model back in 1984. In this full circle moment, two British icons come together for this powerful portrayal of the Original Yellow Boot.
In addition to Naomi Campbell, Timberland’s campaign also taps the talents of three creatives who are blazing new trails when it comes to original perspectives, attitudes, and style.
Soulful singer-songwriter Teddy Swims is captured in a striking image that reflects the same courage and honesty evoked in his genre-bending music. “If I were going to call myself an icon, it would be because of authenticity. I try to be authentic and vulnerable. I think that’s an iconic thing,” says Teddy. Regarding the Original Yellow Boot, Teddy shares, “Through the generations, it’s been consistent. It’s a powerful boot that represents style in such a way that never changes. It’s always fresh no matter what year it is, no matter what you put on.”
Jamie Morgan chose to shoot the campaign in a monochrome palette that is a deliberate nod to timelessness and authenticity, bringing the focus solely on the essence of the individual and enduring allure of the Original Yellow Boot. “The word ‘iconic' is over-used these days and can only be truly earned over a long period of time. Timberland boots have earned that status. They’ve been adopted by so many different sub-cultures over the years and are still at the forefront of fashion style, so yeh, definitely Iconic!”
British-Nigerian designer and artist, Olaolu Slawn (aka, Slawn), is also portrayed in the monochromatic visuals, accentuating the connection between Slawn and the Original Yellow Boot and highlighting the resilient spirit that defines them both. Known for his bold street art and abstract expressionism, Slawn is an iconoclast within the art world. Ruminating on the yellow boot and what it means to him, Slawn states, “This boot is classic. Sexy. Very me. I’ve got like six pairs.”
The ICONIC campaign is made complete with striking visuals of Kai-Isaiah Jamal, model, poet, and non- binary, trans visibility activist described as an icon of their generation. A pioneer in their field, Kai seeks to uplift marginalized voices to celebrate their most authentic selves. Kai embodies the legacy of The Original Yellow Boot by unapologetically embracing who they are and leaving a lasting footprint on the world. “For me iconic is things that have legacy, history, and cultural footprints. Ultimately the story behind Timberland and the way in which culture was embraced and has birthed from it a new culture… for me that is deeply iconic.”
After the 50th anniversary and following a year of elevated fashion collaborations with the likes of Louis Vuitton, Wales Bonner, and White Mountaineering, the ICONIC campaign plants a firm stake in the ground as the brand looks at its next 50 years.
