Timberland, a VF Corp. brand, has entered the metaverse with a digital gaming experience called “TimbsTrails.” “TimbsTrails provides a unique and fun platform to celebrate the footwear innovations and cultural moments that have shaped our past, and to explore our collective journey into the future,” said Chris McGrath, VP of global footwear design at Timberland, explaining the game idea, which fundamentally sends players through Timberland’s past, present and future, collecting shoe badges in five game chapters before unlocking a final chapter.
Each chapter highlights the stories, art, music and people that created the culture around the original yellow Timberland boot. The final chapter highlights the brand’s future plan to focus on its sustainable GreenStride boot range, which was unveiled last fall. The boots come with lightweight and comfort-focused soles that are made from a 75-percent combination of renewable sugar cane and responsibly sourced rubber. They are also waterproof thanks to TimberDry (50 percent recycled plastic) and made from Better Leather that comes from a tannery rated silver by the Leather Working Group for environmental practices.
TimbsTrails players who complete all levels can win prizes, including a pair of the new GreenStride boots. The game is also expected to drive customer activation at DTC retail stores. In addition, game content and levels will be updated each season.