How Hip-Hop Made Timberland a Billion Dollar Brand

In the U.S.,the Timberland boot is widely recognized as a fashion staple. But that wasn’t always the case. Throughout the ‘90s, the Timberland brand went through a massive expansion, seeing revenue climb over $1 billion in 2000.

Timberland’s rise was not without controversy. In the early ‘90s, hip-hop stars on the East Coast adopted the boot, and sales began to climb. At the time, hip-hop wasn’t mainstream and the strength of black spending was often overlooked by marketers.

Throughout Timberland's rise, its executives would learn to both respect and embrace their evolving consumer base, which would change the trajectory of the brand forever. Here’s how hip-hop helped make Timberland a billion-dollar brand.

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How Hip-Hop Made Timberland a Billion Dollar Brand

[toonnaobi-okoye]

Once upon a time, I thought Timbaland was the owner of Timberland.

[ANTDZLVIZION]

DMX literally deserves royalty checks from Timberland. He's been seen in every single color available.

[lousimms]

CORRECTION, the HOOD made timberland boots a billion dollar brand. Hip hop is just an extension of the hood

[harrysanders]

2pac was the reason timberland was on my radar in the 7th grade. Buying knockoffs just made you a target. When I grew up, best believe I copped some timbs. Nostalgia is hard to resist.

[johnappleseed]

I have owned Timbs and it's for sure because of the hip hop culture.

[cjparks]

Timberland is such a iconic brand for the HipHop culture. It definitely expanded from NYC who are the official trendsetters

[snacking]

Yep. They made fun of FUBU and promoted timberland. They were sellouts before they even knew it

[TySoloMusic]

They did us dirty the same way Tommy Hilfiger did. We made their brand but they hated us wearing them so hated to admit our influence

[decembersveryown]

As usual, making ppl rich who dispise us.

[tomweaverling]

I wear Timberland Pro boots st work. I've tried multiple different brands. I was burning through boots like crazy. Timberland definitely makes a great work boot. I won't consider trying any other brand. So yeah, they are above everyone else.

[jandyMDutchak]

Nice!! 👏🏽👏🏽 To see impact of society in business. You can’t ignore the effect a group has on your brand in order to “keep a reputation” as a brand you’ve got to be willing to evolve and adjust to the different trends in order to keep your place in the market

[Lc-kivo]

Tupac wearing tims in "hit em up" looked sweet and dmx always had them on. Good 'ol daze

[frststring]

you never thought that hip hop would take it this far

[VINCENT-]

I still LOVE these shoes. They are so durable. I loved the fashion trend. I like the design of the boots. I would rock the wheat and black 6 iches again all day long.

[frncsfaro]

Bought a pair 15 years ago and still have them until today and looking good even after it spend 2 years in my garage.

[victormarmolejo]

you guys should do the nike cortez or the chunk taylors for the west coast.

[a.k.]

3:39 Sorry. We heard Timberland reference in Hip Hop way before 1994: “Me and Vin rock when spots hit flocks and groups and troops with Timbo boots and jail suits” - Uptown Anthem (1992) by Naughty by Nature from the Juice movie soundtrack.

[spreadlovenotlies]

I've had my fair share of Tim's, good memories from the 90s to early 2000's

[JohnWick-gghh]

6:51 "50% more on shoes, and 4% more on clothing than non-blacks". This has to change

[yolodolo]

I love the durability of these boots and they are very stylish and classy looking. I owned the same pair of timberlands for 10years before the urethane sole final was starting to come off. Timberlands give you the best value for your money.