The male-only range, which launched last September, is available through 52 independent stores, including ILK in London and Ran in Manchester, as well as Timberland's flagship store in east London. The campaign will aim to promote Timberland UK's core values of craftsmanship and tradition.
Initiative, which also handles media planning for the main Timberland UK account, has marketed Timberland Boot Company separately from its parent company. Mark Irwin, account manager, and Katherine Charalambous, planner at Initiative, will handle the media planning for the account.
Adam Kakembo, senior marketing manager at Timberland Boot Company, said: "This is an important and exciting year for Timberland Boot Company. The media activity will play an important role in growing the brand, and the right agency is therefore essential. We look forward to working with Initiative."
Timberland UK, which is opening new stores in London and Berlin later this year, will support the campaign with an initial 拢100,000 media spend.
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