50th Rave

To celebrate 50 years of the Timberland iconic Yellow Boot, we hosted a film screening and rave event at Fabric nightclub in London and partnered with artist Soldier to create 50 pairs of custom 6-Inch boots. 

The film, “This Is Not A Boot: The Story Of An Icon” told the story of The Original Timberland Boot as a timeless staple of style and culture and was brought to life in an elevated 90’s New York City setting combined with cinema luxuries such as buttoned sofas, beanbags and served with popcorn, pick n’ mix and cocktails. 

We created premium Timberland 50th Anniversary invite boxes with 1 of 50 golden boot charms inside. The ‘golden charm’ allowed our key media invites to unlock access to the VIP room at any time during the event and a spot at the exclusive film screening before the rave.

At the heart of the venue in the VIP film screening room, the story of the Timberland 50th anniversary began. Canoe brought the experience to life taking inspiration from Timberland’s history in the streets of New York in the 90’s with branded popcorn and pick n’ mix containers, drink cups and pizza boxes served with cocktails. Our catering team wore branded aprons with jeans and Timbs’ boots for added authenticity. 

As our guests exited the film, they walked through a historic timeline exhibition before arriving at the Soldier live art customisation display. Here, you could witness the artist spraying his signature camo print live on Timberland 6-Inch boots in front of an industrial setting reminiscent of a similar scene in the film.

The activation enlisted multiple Canoe teams across PR, Production and Creative to plan, activate and capture the memorable event. The coverage results achieved in media and social media successfully placed the brand and collection front of mind.


Media communications
Talent management
Social media