Timberland Co. targets outdoor enthusiasts with a Summit to Sea outdoor-event tour.
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| Timberland sponsors the adventure racers of Team GoLite/Timberland |
The national tour hits 78 sporting events and adventure races, and runs July through October. Visitors can try out Timberland’s Agile IQ footwear and apparel through tour activities, and Timberland-sponsored adventure athletes compete in events during tour stops.
Team Timberland—elite and amateur athletes who field-test and represent Timberland gear—include high-altitude mountaineer Ed Viesturs and adventure-racing team Billy Mattison, Isaac Wilson, Monique Merrill and Aaron Prince.
Grassroots networks of Team Timberland amateur athletes come via schools, guide services, outdoor clubs, recreational groups and non-profit youth mentoring programs such as Big City Mountaineers.
The tour also showcases Stratham, NH-based Timberland’s community service, especially environmental initiatives and its partnership with Big City Mountaineers.
Retail support during the tour includes clinics, incentive programs,
ahead-of-market product seeding for sales associates, training kits and updated fixtures and P-O-P.
The tour is handled by Generation-A Marketing, a Coral Gables, FL-based division of National Sports Network, which publishes 17 regional sports magazines.
Summit to Sea is a cornerstone to Timberland’s marketing strategy to reach outdoor enthusiasts in the outdoors. The apparel company has built a network of athletes, sport specialty retailers and local organizations to reach that audience.
“The Summit to Sea program allows us to interact with and learn from people who, like us, have the outdoors flowing through their veins. Whether it’s a mountaineering icon, a weekend racer or a knowledgeable retailer, we gain incredible insight by engaging in an ongoing dialogue about our shared passions,” said Timberland Outdoor Performance category manager Mac Tillman in a statement.
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