Timberland and Snipes US Team Up for Limited-Edition “Rooted in Concrete” Collaboration
Timberland and Snipes US have joined forces to create a one-of-a-kind collaboration, aptly named “Rooted in Concrete.” This exciting project features a revamped version of Timberland’s iconic yellow boot and a captivating campaign video set in Harlem.
The design of the boot itself is a bold statement, with a debossed root motif that represents resilience and strength. It will be exclusively available at SNIPES stores and online starting November 13.
From Germany to the Streets of the US: Snipes’ Expansion into the American Market
Although Snipes originated in Germany, its recent expansion into the US market has allowed the brand to reach a wider audience, particularly through the acquisition of retailers Kicks USA and Mr. Alan’s. Since its launch in the US, Timberland has been a staple in Snipes’ collection.
The deep cultural significance of Timberland’s yellow boot, from its popularity among ’90s hip-hop icons like The Notorious B.I.G. and Nas to its enduring presence in NYC street style, has helped Snipes connect with communities across the country. And in turn, these neighborhoods have played a crucial role in shaping the boot’s identity.
Now, with the “Rooted in Concrete” collaboration, Snipes has the opportunity to celebrate its ongoing partnership with Timberland and the communities that have made the Yellow Boot an iconic symbol. The foundation of the design remains the classic 6-inch yellow boot, featuring premium leather, waterproof construction, anti-fatigue technology, and the timeless “Wheat” colorway.
A Bold Design with a Deeper Meaning
The standout feature of the “Rooted in Concrete” boot is the debossed root design that covers the front toe box. This design represents the theme of resilience and the ability to thrive no matter where you are planted, as explained by Kelley Walton, CMO of SNIPES USA.
But these roots don’t just grow downwards – they push through pavement, symbolizing the strength found in urban landscapes and paying homage to the neighborhoods where Timberland has become a cultural staple.
A Campaign Video Set in Harlem
The accompanying campaign video for “Rooted in Concrete” further expands on this narrative. The 60-second clip follows a lively one-night story set in Harlem, showcasing how the Timberland boot is suitable for all aspects of city life – from waiting in line at the Apollo Theater to grabbing a snack at the local bodega, playing basketball at Rucker Park, and winding down at a late-night diner.
The video also highlights the wearer’s pride in their boots, carefully avoiding stains and cleaning them at the end of the day. This is a clever nod to Harlem’s unique rhythm and humor, as well as the enduring respect for the yellow boot.
Get Your Hands on the SNIPES x Timberland “Rooted in Concrete” Collaboration
The highly-anticipated “Rooted in Concrete” collaboration between SNIPES and Timberland will be available exclusively on November 13. Don’t miss your chance to own a piece of this iconic partnership and celebrate the enduring legacy of the yellow boot.
