Proceeds from Limited Edition Earthkeepers® Boots to Benefit WaterAid
STRATHAM, N.H., Nov. 10, 2011 /PRNewswire via COMTEX/ — Today, leading outdoor lifestyle brand Timberland announced “Canvas that Cares,” a new program created to raise funds for non-profit organizations through the auction of custom-designed, limited edition Earthkeepers® footwear – Timberland’s most eco-minded collection. Rock and roll icon and artist Ringo Starr is helping to drum up support for the initiative by lending his original peace sign artwork to the inaugural boot collection. Proceeds from the auction, which kicks off December 1 on eBay (hub: www.timberland.com/canvasthatcares ), will benefit WaterAid, a non-profit dedicated to improving access to safe water, sanitation and hygiene in the world’s poorest communities.
“We’re thrilled about the Canvas That Cares program, and could not think of a better partner for our launch than Ringo Starr,” said Mike Harrison, chief brand officer, Timberland. “For nearly 40 years, Timberland has followed a mantra of ‘doing well and doing good.’ Beyond his undisputed influence on music history, Ringo, too, has long been known for his commitment to social justice. With Canvas That Cares, we have a great opportunity to join forces and raise much-needed funds for a highly deserving organization, Water Aid.”
Starr’s original design will appear on 75 pairs of the Timberland® Earthkeepers® City 6″ Leather and Fabric Side Zip boot, each of which he signed personally. This marks the first time in more than three years that Starr has autographed any memorabilia. A colorful peace sign on a canvas panel is symbolic of the artist’s personal mantra of peace and love; three stars embroidered along the back of the boot are a nod to his name. The boots feature Bionic® canvas created from Bionic® yarn, a unique material made from organic cotton wrapped around a recycled PET core, which is twice as strong as traditional canvas and dries 30 percent faster. Additionally, ion-mask(TM) technology by P2i repels water and stains, keeping feet dry while maintaining the fabric’s natural breathability.
“For thirty years, WaterAid has brought clean water to millions of people in the world’s poorest communities,” said Ringo Starr. “This partnership with Timberland will allow others to make a real difference in these people’s lives, and the boots are a reminder I’m with them every step in this journey.”
The limited edition, autographed boots will be available on eBay beginning December 1, accessible via Timberland’s Canvas that Cares hub, www.timberland.com/canvasthatcares . Bidding opens at 9pm EST on December 1, and closes at 9pm EST on December 11. To ensure distinction among the 75 pairs of boots being auctioned, each pair will come with two sets of laces, in assorted colors and styles. In addition, 35 pairs will come with a Timberland® Whiteledge Recycled Nylon Packable Duffel Bag (in assorted colors); and 10 pairs will come with a second pair of Earthkeepers® City 6″ Leather and Fabric Side Zip Boots, in a range of sizes. All 75 pairs of signed boots will be size 8 – Ringo’s shoe size.
The collaboration aims to raise a minimum of $18,750 for WaterAid, with the starting bid for each boot package set at $250. The boots are being listed using eBay Giving Works, the company’s innovative online philanthropy program which enables millions of people to easily connect with and donate to organizations they care about. The auction is being managed by Auction Cause, on behalf of Timberland.
To further support the initiative, Starr’s “All-Starr Band” will wear the limited edition boots on upcoming tour dates. Consumers can learn more about the program, auction, WaterAid and the collaboration at www.timberland.com/canvasthatcares .
About Timberland
Timberland, a wholly owned subsidiary of VF Corporation, is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, Mountain Athletics®, Timberland Boot Company® and howies® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. The company’s products can be found in leading department and specialty stores as well as Timberland® retail stores throughout North America, Europe, Asia, Latin America, South America, South Africa and the Middle East. Timberland’s dedication to making quality products is matched by the company’s commitment to “doing well and doing good” — forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com .
About WaterAid
WaterAid is an international non-profit organization working in 27 countries across Africa, Asia and Central America whose mission is to transform lives by improving access to safe water, hygiene and sanitation in the world’s poorest communities. In the last 30 years, WaterAid has reached 16 million people globally with safe water. For more information, please visit www.wateraidamerica.org .
CONTACT:Christina PetroniPorter Novelli(212) 601-8164christina.petroni@porternovelli.com
SOURCE Timberland
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