Timberland has engaged television’s dancer and choreographer, Virgil Gadson, as the face of its spring 2017 push featuring men’s footwear.

Timberland is stepping into spring with an advertising push utilising dance and movement to showcase flexibility of its proprietary SensorFlex comfort system. Television’s dancer and choreographer, Virgil Gadson, has been enlisted as frontman for the Made to Flex campaign.

Demonstrating the full dexterity of his craft, the Philadelphia native and Season 12 finalist of So You Think You Can Dance is photographed against a city backdrop in a deep backbend, as he hovers inches above the ground, wearing the brand’s featured Killington Sneakerboot.

The integrated campaign spans exclusive print layouts in the March and April issues of GQ; high-impact out-of-home executions including train wraps, bus wraps, and digital takeovers; and robust digital media activations with interactive mobile ads to connect with consumers.

Timberland is engaging over 50 digital influencers from across America to showcase the men’s Killington Sneakerboot as well as the women’s Kenniston 6” boot on social media. The franchise will also release a video series later this month to spotlight unique expressions.

Launching in mid-February, the effort is led by creative shop, Pereira & O’Dell, while media strategy and execution are being headed by Assembly. Coyne PR is spearheading the campaign’s public relations activities as well as the influencer programme with Cycle.

“This SensorFlex campaign showcases lighter, modern looks for all four seasons, from day to night and for any occasion. Highlighting flexibility in a dramatic way is great when surprising consumers with our versatility,” said Jim Davey, VP of Global Brand Marketing at Timberland.

Photo credit: vampfootwear.com

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