Timberland Finds New Ways to Engage Employees During the Pandemic with its 23rd Annual Serv-a-palooza

Timberland Finds New Ways to Engage Employees During the Pandemic with its 23rd Annual Serv-a-palooza

Over 150 employees pull on their boots to help strengthen local communities through in-person or online volunteer events

For Timberland’s 23rd annual Serv-a-palooza day of service, some employees opted to serve from home and made encouraging cards to share with isolated community members.

Some of Timberland’s Serv-a-palooza employee volunteers created kits for young builders to make lap desk with Girls at Work. The girls will build the lap desks that will be distributed to students in need who are remote learning.

Over 150 Timberland employees volunteered for the company’s 23rd annual Serv-a-palooza. Some opted to serve virtually while others served in small teams on outdoor projects. These volunteers planted 30 trees in downtown Lawrence, MA to support Groundwork Lawrence.

Timberland Serv-a-palooza volunteers helped re-furbish a fundraising boutique for Uncommon Threads, a local women’s empowerment program.

Timberland employees paint a vacant apartment at New Generation, a local shelter for pregnant and parenting women who are homeless as part of the company’s 23rd annual Serv-a-palooza event A mom and her two children moved in shortly after the apartment was complete.

Timberland employee volunteers for the company’s 23rd annual Serv-a-palooza keep a safe social distance while serving Seacoast Family Promise, a community shelter for people experiencing homelessness. Volunteers painted, landscaped, and worked on the playground.

For Timberland’s 23rd annual Serv-a-palooza, employees had the option to serve individually from home or participate in small group, outdoor events. This volunteer served independently to pick up litter from local trails.

For this year’s Serv-a-palooza, over 150 Timberland employees volunteered to serve from home or in small groups. This volunteer sewed feminine hygiene kits for at risk women and girls in Uganda.

Monday, October 19, 2020 - 1:50pm

CAMPAIGN: Timberland’s Commitment to Community


This fall, global outdoor lifestyle brand Timberland hosted its 23rd annual Serv-a-Palooza, a company-wide community service event at which employee volunteers dedicate their time to address critical needs in their communities. While the tradition continues, this year’s Serv-a-palooza was considerably different from last year’s as the brand adapted the event to maximize safety for over 150 employee volunteers during the COVID-19 pandemic. 

“While so many important traditions have been placed on hold this year, we were excited to continue Serv-a-palooza with modifications to fit the times,” said Jason Blades, National Community Engagement Manager for Timberland. “Many community organizations need assistance, now more than ever, and our employees were eager to serve and help. As event planners, we needed to ensure Timberland volunteers could pull on their boots to make a difference in ways that would be both impactful and safe for our team and the community.” 

For the in-person Serv-a-palooza projects, headquarters employee volunteers painted, landscaped, sorted and photographed clothing donations, cleaned program spaces and prepared a growing garden for winter. They supported several local organizations including: Girls at Work, Groundwork Lawrence, Uncommon Threads, New Generation, Seacoast Family Promise and Timberland’s own Victory Garden which grows and donates produce to benefit Gather, which distributes nourishing and fresh food to local families in need.

Instead of hosting teams of 50-100 volunteers at multiple service sites, as Timberland has done at its global brand headquarters in Stratham, NH in the past, this year’s projects occurred over multiple days in small groups of ten volunteers or fewer. Volunteers served outdoors or in well-ventilated and spaced settings, in full-day or half-day shifts, and adhered to safety protocols that included social distancing, wearing masks, assigned vs. shared tools and recommendations for frequent hand washing. 

New for this year’s Serv-a-palooza, Timberland offered employees the opportunity to serve virtually. The company prepared an online resource with ideas and links for how employees might choose to serve on their own or from their homes for this year’s event. Employees who chose to serve virtually made cards for seniors at local care facilities, picked up trash on local hiking trails, recorded their voices to provide new synthetic voices to individuals unable to speak, and more.

Meanwhile, other locations in Timberland’s global network plan to host or have already hosted Serv-a-palooza events as their local COVID-19 guidelines allow. Most recently, small teams of employee volunteers in Vietnam and in China refurbished local schools in their communities.

As part of Timberland’s decades-long commitment to stronger communities, the brand’s signature Path of Service™ program, now 28-years strong, provides full time employees with up to 40 paid hours each year to serve their communities. Serv-a-palooza is one of two dedicated global service days Timberland hosts each year. The other is Earth Day, which focuses on urban greening and environmental projects. In addition to the organized days of service, employees are encouraged to volunteer independently or in smaller teams in ways that speak to their own passions.

To learn more about Timberland’s commitment to better product, stronger communities and a greener future, visit the brand’s responsibility site