The Beat Goes On

MAKE THAT A threepeat. Meeting the diverse footwear needs of various segments of the workforce, Timberland Pro once again earned honors in the Work Boots category for the third straight year.

This division of VF Corp. takes a data-driven approach to making work boots, offering styles that feature the latest performance and comfort technologies designed for specific job needs. The company backed that effort up with a marketing campaign celebrating a range of trade professions and the many diverse and skilled people who work in them. The “Your Calling Is Calling” campaign, which featured real workers along with brief bios on how they got to where they are, generated more than 150 million impressions.

Here, Ryan Murphy, brand director, discusses a year marked by innovative products and partnerships—including one with fellow New England-based stalwart, Sam Adams. —B.S.

How was business in 2022, and how did it compare to 2021? Timberland Pro launched new innovative products, strong partnerships, and operational efficiencies that helped propel the brand to new heights. In a retail climate that saw macro-economic headwinds, we persevered and achieved double-digit growth. Through a data-driven, go-to-market process with skilled tradespeople at the center, our business continued to thrive through the pandemic and beyond.

What were some key product highlights of the year? We rejuvenated the work hiker category with three new families addressing distinct needs. Leading the offering was the Trailwind work boot, featuring the Vibram Industrial Yellow Label outsole for maximum outdoor performance. The Switchback work boot leveraged the Timberland Pro rubber outsole to provide high performance at a great value. In partnership with SRMax, we also introduced a version of the Switchback for the food processing, restaurant, and hospitality industries utilizing the slip-resistant properties of the MaxTrax outsole. We capped off the spring season with a collaboration with Sam Adams, which celebrated two brands with deep New England roots and a passion for innovation. The collection featured a co-branded wheat Timberland Pro direct-attach work boot along with a T-shirt and a hoodie—all tied together by beer-proof technology to help protect against accidental spills. Lastly, we released the next evolution of our TiTAN work boot, originally launched in 2004 and revolutionized the work boot market by offering out-of-the-box comfort without sacrificing dependability. With a modern design, the new TiTAN EV provided consumers the versatility needed to satisfy the current industrial environments.

In addition to great product, what were some other successful brand initiatives introduced in 2022? Timberland Pro is proud to be the brand that celebrates and inspires the next generation of skilled workers globally. It is important to change the perception of the trades from a last-resort job to a sought-after career. To that effect, we launched our fall campaign, “Your Calling Is Calling,” in August. The campaign followed real workers and documented their unique paths to the trades, including an ex-convict using the trades as a path to a better life, a former beauty pageant contestant looking to inspire women to explore a career in the trades, and many others who sought personal fulfillment. The campaign ran for three months and garnered over 150 million impressions.

What was the biggest surprise of the year? The biggest surprise was our consumers’ acceleration back to purchasing in brick-and-mortar locations post-pandemic. Timberland Pro remains at the forefront of consumer-buying habits and will continue to provide relevant shopping experiences for the everchanging skilled tradespeople.

What was the toughest challenge and how did the brand overcome it? Like most businesses, Timberland Pro faced macro-level headwinds in the global supply chain, specifically as it relates to global transportation of goods. In order to mitigate the challenges, the sales team was diligent in its communication with retail partners. It was necessary to have candid communication and re-set expectations around product availability and business planning. Because of our long-standing relationships with our suppliers, the internal supply team also worked diligently to find alternate and creative solutions to deliver product to our consumers.

Ryan Murphy, brand director, Timberland Pro

Looking back on the year, what are you most proud of for the brand? Timberland Pro is a passionate team working toward a common goal to keep the professional trades person at the center of everything we do. It takes a team of talented, passionate, and bold people working together to serve our hardworking consumers.

Ugg returns to the spotlight.

UGG, A DIVISION of Deckers Brands, enjoyed a resurgence in 2022 with its cozy answer to the platform shoe trend. The elevated Classic Ultra Mini boot created a stir worthy of the brand’s heyday in the early ’00s, when it was the boot of choice for A-list celebrities and just about everyone.

Inspired by influencers like models Gigi and Bella Hadid, the Classic Ultra Mini Platform has gone viral, spurring unprecedented demand. The brand also launched novel design collabs last year and reimagined its classic silhouettes with new detailing and regenerative materials.

“Ugg is back—it was huge this fall, and a large part of our success in 2022,” says Lester Wasserman, owner of Tip Top Shoes and West NYC in Manhattan. “Customers are searching for trusted authentic brands that offer value, and Ugg has that covered.”

Here, Anne Spangenberg, president of Ugg, discusses the brand’s biggest hits of the year. —B.S.

How was business in 2022?

We’ve seen strong consumer response through our strategy, which has allowed us to focus on key franchises and strengthen our storytelling. That included the launch of some exciting collaborations with Denim Tears and Shayne Oliver, as well as new offerings from our ongoing Ugg x Telfar partnership. Another best-selling boot, of course, was the Classic Ultra Mini Platform, which actor Keke Palmer fronted in our digital “UGGSEASON” campaign. The new silhouette caused a social media frenzy with consumers recreating their own looks inspired by Bella Hadid. The demand is at an all-time high. It’s difficult keeping this style in stock.

Other highlights? Creating products that are good for people and planet. In October 2022, we launched the Classic Mini Regenerate, our first Land to Market-certified boot style. It’s made with raw materials that are a byproduct of commodities grown at farms that practice regenerative agriculture, which helps restore soil, encourages wildlife diversity, captures carbon in the ground, and preserves the land for future generations.

What were other brand initiatives introduced in 2022? We launched our Feels Like Ugg campaign last fall. This anthemic campaign explores the tactile and emotional experiences that our customers associate with when wearing Ugg. We want to empower them to boldly express themselves through style and fabrics that make them feel good both inside and out. Last spring, we also launched Feel House, a multi-sensory experience dedicated to making self-expression comfortable for all and a real-life manifestation of our Feels Like Ugg campaign. It has evolved to include popups with a Brooklyn, NY, edition in October and outposts in China and Korea. Feel House will be making its return this spring with a festival-ready house in Palm Springs.

The biggest takeaway from 2022? Forty-five years in, we continue to evolve. From what started as post-surf footwear, Ugg is a year-round, global lifestyle brand that impacts the zeitgeist. We continue to find new and interesting ways to be a part of the cultural conversation, whether through thoughtful social responsibility programs, exciting designer collaborations, the introduction of fresh product, and beyond.