Timberland Engages Volunteers and Consumers at Something in the Water Festival

Timberland Engages Volunteers and Consumers at Something in the Water Festival

Timberland helped restore a school garden and created a 3500-square foot pop-up park at the festival with 4,000 attendees pledging to be a hero for nature and live a greener life

Something in the Water festival attendees check out the Timberland t-shirts they earned after making a pledge to live a little greener.

Volunteers worked with students to plant the expanded edible garden at the Seatack Elementary School in Viriginia Beach at a Timberland-convened service event held prior to the Something in the Water festival.

Products displayed at the Timberland’s Something in the Water Festival activation represent the brand’s commitment to make responsible products

Timberland volunteers distributed boots, t shirts and more to over 350 students at the Seatack Elementary School in Virginia Beach as part of the brand’s activation at the Something in the Water festival.

13-time Grammy-winning singer-producer Pharrell Williams cuts the ribbon to reveal the expanded community garden at Seatack Elementary School, Virginia Beach which Timberland volunteers helped to revitalize.

Seatack Elementary School students checkup on the school garden a few weeks after Timberland volunteers helped revitalize the space as part of the Something in the Water festival.

Something in the Water festival attendees snap selfies in front of 13-foot replica of Timberland’s iconic yellow workboot.

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At Something In The Water festival, started by @Pharrell, @Timberland helped restore a school garden and created a 3.5k sq/ft pop-up park with 4k attendees pledging to be a hero for nature and live a greener life. http://bit.ly/2Y45Geg #SITWfest #Timberland #natureneedsheroes
Wednesday, July 24, 2019 - 10:45am

CAMPAIGN: Timberland’s Commitment to Community

CONTENT: Blog

As a Timberland intern, I was thrilled to have the opportunity to represent the brand this past April through our partnership with Pharrell Williams’s Something in The Water Festival (SITW) in Virginia Beach, VA. I’ve volunteered at music events before, but I had no idea I was going to experience so much more. 

SITW was the first event of its kind for Virginia Beach. Pharrell once said if he “made it” he’d come back to Virginia one day to do something big.  And he did.  He created a three-day celebration of community, art, sustainability, and of course, music. 

A few days before Timberland’s activation on the festival grounds, we pulled on our boots and helped revitalize the garden at Seatack Elementary School, which Pharrell once attended. A local Navy group and student members of the school’s Breakfast Garden Club also joined the effort. The group of ten passionate 5th grade boys meet every morning before school to eat breakfast, tend to the garden, and support and encourage each other. It was beautiful to meet and inspire them to continue to be heroes for nature in their community. We all worked as a team to plant over 800 vegetables, fruit trees and more. Perhaps my favorite part was surprising the entire school (more than 350- students) at the end of the day with Timberland boots and t-shirts. For some it was their first new pair of footwear. I was proud to contribute to a school that offers a safe place for so many students to cultivate their dreams.

Later in the week, Timberland created a 3500-square foot pop-up park at the festival.  Four-thousand attendees explored our park and pledged to be a hero for nature and live a greener life and use a reusable shopping bag and water bottle, opt out of plastic straws, and/or volunteer in their community. For each pledge, we planted a tree in Haiti through our partnership with the Smallholder Farmers Alliance. I distinctly remember telling one woman that her pledge committed us to plant a tree and her jaw literally dropped. She couldn’t believe a brand like Timberland would do such a thing just do to make things better. I smiled and felt such pride in our brand that genuinely strives to leave a positive footprint in the world. At the end of the event, Timberland donated all of the living greens and trees in the pop-up park to Virginia Beach ViBe District, a cultural hub of the city. 

Before working for Timberland, I knew the brand for its iconic 6-inch yellow boot. I’m now six months into this job, and just signed on for another six months, and I can’t stop talking about the brand’s purpose to anyone I meet. I didn’t go to school for fashion, product development or design, but I did go to school for communications and it has been an honor to be a part of a passionate brand that lives its purpose, to inspire and equip the world to step outside, work together, and make it better.  

My time at Timberland has only reinforced that anyone can make a difference in the world.

Will you join us and be a hero for nature in your community? #natureneedsheroes

About the Author
Hannah Dawber is a PR and Brand Media Intern at Timberland. She aspires to be the mouthpiece for people and/or brands fighting to make a difference in the world.