Timberland has built its brand ethos on embracing the outdoors and now it’s extending that mission by committing to plant 50 million trees around the world by 2025. Since 2001, the brand has planted more than 10 million trees worldwide. “At Timberland, we’re conscious of the impact our modern way of life has on the planet. And we believe as a global lifestyle brand, and as individuals, we have a responsibility to make it better,” said Jim Pisani, global brand president. “Trees and green spaces help improve the quality of our planet as well as individual wellbeing. Our commitment to plant trees is a real, measurable way to act upon our belief that a greener future is a better future.” To promote the message, Timberland has launched its largest global campaign, “Nature Needs Heroes,” to encourage consumers to join in the movement. It has selected 12 people it calls “eco-heroes” to be featured in the ads wearing looks from the fall collection. The campaign will be used in print, digital, out of home, social media and public relations efforts by the brand. There will be a three-day pop-up installed in New York City and a workshop in Shanghai, featuring Timberland’s global creative director Christopher Raeburn and APAC eco-hero, Will Pan, as well as events in London, Paris, Milan, Berlin and Amsterdam. Timberland is working with a number of organizations on its tree-planting efforts including the Smallholder Farmers Alliance, Green Network, Tree Aid, the UN Convention to Combat Desertification and others. Projects in year one will focus on Haiti, China, the Dominican Republic, the U.S., Tanzania and Mali. — JEAN E. PALMIERI