Timberland launches ‘A to Z’ campaign featuring RZA

Timberland has launched a new global campaign titled ‘The A to Z of Timberland,’ featuring Wu-Tang Clan founder and producer RZA. The campaign uses an educational, university-style format where RZA acts as a professor to explore the brand’s cultural legacy through an alphabetical dictionary of terms, icons, and stories.

The project highlights the brand’s evolution from 1973 workwear for New England construction workers to a staple of hip-hop and urban culture. Key historical references include ‘B is for Butters,’ a community-given nickname for the Original Yellow Boot, and the brand’s deep connection to New York City boroughs and hip-hop legends like The Notorious B.I.G.

Through archival imagery and modern content, the campaign features diverse cultural figures such as Tyshawn Jones, Sha’Carri Richardson, and Yaeji. The initiative is being deployed across multiple platforms, including YouTube and Instagram, to celebrate the communities that shaped the brand’s identity.