Last week, Timberland and Arnold Worldwide sponsored some New York street art, via leather billboards in Manhattan, Brooklyn and the Bronx. Yes, the billboards are made of "iconic boot leather," as Timberland calls it, and they were street-treated in "live" sessions, by artists Alan Ket in Brooklyn, Andre Trenier in the Bronx, and the one-named Part in Harlem, at 125th Street and Fifth Avenue. "The object is to create a platform for artists to express themselves and their passion for community, using the Timberland boot as canvas," says Arnold CCO Pete Favat, and toward that end the leather murals will eventually be removed and donated to local nonprofit partners. Leather from the boards will also be repurposed for limited-edition boots that will be donated or auctioned off for charity.
That's not the half of it, of course; there's a web tie-in at 10061.com, which is all about self-expression and community, where visitors are encouraged to upload artwork, films, writing, photography and what have you at a User Gallery. One such artist will be chosen to work with Timberland designers to develop a signature boot. The 10061 handle is not in fact a New York zip code but the SKU number on the original Timberland boot. As for why Queens and Staten Island weren't included (just wait till the Wu-Tang Clan gets wind of this), there are plans to extend the project in the next go-round.