How hip-hop made Timberland a billion dollar brand


In the U.S., the Timberland boot is widely recognized as a fashion staple. Timberland’s rise was not without controversy. In the early ’90s, hip-hop stars on the East Coast adopted the boot, and sales began to climb. At the time, hip-hop wasn’t mainstream and the strength of Black spending was often overlooked by marketers. Throughout Timberland’s rise, its executives would learn to both respect and embrace their evolving consumer base, which would change the trajectory of the brand forever.



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