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Timberland Celebrates Earth Day Worldwide

While Earth Day is celebrated in different ways around the world, Timberland employees recognize the day in their own unique way by pulling on their boots to make a difference. This spring, in celebration of Earth Day, approximately 1,800 Timberland employees, business partners, and consumers from around the world will serve close to 13,000 hours at more than 60 community service projects in 20 countries.

From our home base in Stratham, New Hampshire to Zhuhai, China, employees will serve at a variety of projects to enhance green spaces in their local communities. Projects will occur from April 15 – May 30 and global highlights include:

  • Stabio, Switzerland: For Earth Day 2015, the Timberland European headquarters team in Stabio, Ticino, will partner with the municipality of Lugano and Lugano Turismo in their efforts to preserve outdoor areas that play important roles in the local cultural landscape.
  • Malaysia: On April 15th, 40 employees and 15 guests partnered with the Global Environment Center to collect over 330kg of trash and plant 150 trees to protect the Bamboo River (Sungai Buluh).
  • New Hampshire: Timberland headquarters will host six projects throughout the New England Seacoast, focused on creating and developing green spaces and other environmental initiatives.
  • New York: Timberland’s North America sales team will join forces with a range of business partners at Coney Island to help revitalize a run-down 70,000 square foot pumping station into usable green farm space.

Last year on Earth Day, we reached a historic milestone when employees served their one millionth hour since the company introduced its Path of Service™ program in 1992. Created to infuse volunteerism into our company culture, the Path of Service™ program provides employees up to 40 paid hours each year to serve in their communities. Every year Timberland organizes two global service events: in spring, we focus its efforts on environmental needs around Earth Day; in fall, we host our annual Serv-a-palooza event, which focuses on community-based needs. 2015 marks Timberland’s 17th annual Earth Day service celebration.

Earth Day is a particularly welcome event for employees in New Hampshire, where harsh winters can take their toll. Earth Day at Timberland’s Stratham headquarters was delayed until May 14th this year to allow the ground more time to thaw. As employee service champion Jill Holt said, “Earth Day is one of my favorite events because it celebrates service and the arrival of spring – two of my favorite things. There’s nothing like getting outside with your team and making such a visible difference through service.”

-- Download Timberland Celebrates Earth Day Worldwide as PDF --

17th Annual Serv-a-palooza Kicks Off!

15 Countries. 51 Events. 1,500 Volunteers.

More than 1,500 Volunteers Around the Globe Come Together to Serve their Local Communities

Timberland employees love the fall. Not only do we get to wear our favorite Timberland boots, we get to pull them on to make a difference at our annual fall celebration of service called Serv-a-palooza. This year we are celebrating our 17th annual Serv-a-palooza at which employees and guests around the globe come together to serve their communities. The daylong celebration provides Timberland employees worldwide with the opportunity to impact the community, build teamwork and engage stakeholders in Timberland’s ethic of service.

“Even in its 17th year, Serv-a-palooza remains one of our most beloved community service events,” said Atlanta, McIlwraith, senior manager of community engagement for Timberland. “Serv-a-palooza represents an opportunity for us to reconnect with our neighbors and provide them with much needed resources that will support their community growth for years to come. It is our continued hope that our unwavering commitment to service will inspire others to spread the positive impact throughout their own communities around the world.”

Across North America, Europe and Asia, Timberland is hosting Serv-a-palooza projects in more than 50 locations, across 15 international markets with some 12,000 hours of service performed by 1,500+ volunteers in September and October. Some events include:

  • Building a library for a local Primary School that has limited resources in Malaysia
  • Cleaning up a coastal beach in Taiwan
  • Reconstructing a homeless shelter for children in the Dominican Republic
  • Planting 1,200 trees in Italy to create an urban park
  • Renovating a shelter in the United Kingdom
  • As part of the Path of Service™ program, which provides full-time employees up to 40 paid volunteer hours per year, Timberland organizes two global service events each year. The annual Spring event, Earth Day, focuses on Timberland’s commitment to serving the environment, while Serv-a-palooza in the Fall, focuses on serving communities in need. During this year’s Earth Day celebration, Timberland employees surpassed a major milestone of having served over one million hours. Serv-a-palooza will gets us underway in serving our next million hours.

    At our brand headquarters in Stratham, NH more than 360 employees and guests served more than 2,900 hours at seven community building projects in nearby Lawrence, MA. Service projects included running our signature “Leave Your Footprint” fair at a school serving kids in need. At the fair, students received a new pair of Timberland shoes, chose a book for themselves and one to donate to someone else, and learned about the value of recycling. Other projects included running a job readiness fair and employer expo to support unemployed job seekers in finding work, providing a facilities makeover and a new garden to a homeless shelter and more.

    At the end of the service day, Timberland volunteers from different sites convened for a community block party in the common opposite Lawrence City Hall. Mayor Dan Rivera and other community members joined the celebration to thank the volunteers for the service.

    Timberland Stratham employee and first time Serv-a-palooza project director Chris Reynolds said: “everything about this Serv-a-palooza was incredible –from partnering with the community, witnessing how engaged and inspired our volunteers were throughout the day, and seeing our impact – the whole experience was rewarding and unforgettable.”

    -- Download 17th Annual Serv-a-palooza Kicks Off! as PDF --

Timberland Celebrates Serving One Million Hours

One million hours adds up to a lot of time, namely 41,667 days or 114 years. If you had one million hours, you could build the Hoover Dam 22 times, run the world’s fastest marathon 487,804 times, or read 40.3 million emails. You could also spend that time serving in your community just like Timberland employees worldwide have done over the past 22 years.

Since 1992, Timberland has provided employees with paid time to serve in their communities through the company’s award winning Path of Service™ program. Employees worldwide receive up to 40 paid community service hours each year and serve at a range of company sponsored and individual projects. To help employees use their service hours, Timberland organizes two global service events each year: Earth Day in April and Serv-a-palooza in the Fall. For both events, employees pull on their boots to make a difference in communities where they live and work.

While serving at Timberland’s 16th annual Earth Day events this year in more than 100 locations in over 19 countries, Timberland employees served their one millionth hour. “As an outdoor brand − our logo is a tree, after all − protecting the environment is very important to Timberland. Couple that with our 22-year history of community service, and you can see why the weeks surrounding Earth Day mark the perfect time for us to pull on our boots and make a difference,” said Atlanta McIlwraith, senior manager of Community Engagement for Timberland. “This year is especially exciting as we closed in on our one millionth service hour. We are deeply grateful to the employees and partners who have served with us along the way. We look forward to the next million hours, and the continued positive impact we can have worldwide.”

At Timberland’s Earth Day events worldwide, some 30,000 hours of service were performed by 5,000+ employee and guest volunteers in April and May. Employee volunteers planted trees in the Netherlands and the UK; created gardens, restored trails, and removed invasive species in Switzerland; cleaned the beach, monitored water quality, and harvested saplings in Singapore and Malaysia; cleaned gardens and parks in Hong Kong and the Dominican Republic; and did much more. At Timberland headquarters in Stratham, NH over 300 employees and 50 guests served at seven environmentally focused projects in three different states. Stratham’s Earth Day event was preceded by a party the day before to celebrate the 1,000,000 hours milestone.

“Timberland’s commitment to volunteerism has been a huge inspiration to me personally since joining the brand in 2011,” said Patrik Frisk, coalition president, Outdoor Americas, VF Corporation and president of Timberland. “Timberland’s rich history of sustainability is evident in so many things the brand does, from eco conscious product innovation to sustainable sourcing. But there’s something very powerful about the positive impacts that come about – for employees as well as the community — from hands-on service. One million hours is a milestone to be proud of. It is my hope that this vigorous celebration will inspire companies and individuals around the globe to take action in their own communities.”

-- Download Timberland Celebrates Serving One Million Hours as PDF --

Celebrating 20 Years Of Service Around The World

Twenty years ago, Timberland created our Path of Service program—a monumental moment that marked the beginning of a rich tradition of service. When the Path of Service program debuted on September 18, 1992, it offered employees up to 16 hours of paid time each year to engage in community service—an unconventional idea at the time. In 1995, the number of paid hours available to employees was raised to 40 hours a year, and by the late 1990s, the company formalized two annual service events designed to make it easy for employees to serve.

In 1997, the company began organizing an annual day of service around Earth Day, in recognition of Timberland as an outdoor brand. The following year, we started a tradition called Serv-a-palooza, Timberland’s own annual celebration of community service.

To celebrate the 20th Anniversary, we put our values into action at events around the world, thanks to our team of Global Stewards—passionate employees who volunteer above and beyond their regular job responsibilities to serve as ambassadors of corporate social responsibility. Here are some of the highlights that span the globe:

China: Global Steward Vincent He organized a team that painted a wall in a primary school classroom, while another team treated 60 kindergarteners to an outing in a local park. Many of the children had never been to a park before.

Italy: Global Steward Francesca Vitale organized a two-day service trip for three teams of employees to Cinque Terre on Palmaria Island. Each team worked on different projects, including cleaning beaches, renovating benches along the paths, and repainting an old military fortress.

Japan: Global Steward Shiho Hirasawa’s team spread its celebration across the year, arranging monthly service events from May through November.

Spain: Global Steward Lorena Ibáñez and her teams provided gardening services at a retirement home and prepared a special lunch for students at a sailing school for the disabled.

Taiwan: With the support of Global Steward Marty Shen, Taiwan launched a program that rewards consumers for engaging with Timberland in service—a concept that’s spread to other Timberland locations around the world.

USA: Near our Stratham, New Hampshire global headquarters, community engagement manager Brianne Wood coordinated more than 350 volunteers in this year’s Serv-a-Palooza in three locations. The team helped 25 non-profit organizations by constructing outdoor furniture, creating and restoring over three miles of trails, and knitting winter hats and mittens.

But it doesn’t end with our employees. Our service events have now grown to include Timberland vendors, distributors, supplier factories, consumers, community members, and friends and family. Organizations as diverse as the Hong Chi School in Hong Kong, which serves those with intellectual disabilities; Legambiente, an Italian environmental organization; and the Seacoast Science Center of Rye, New Hampshire, an educational facility near Timberland’s headquarters, all join us in the effort to make a difference in the world.

We are also fortunate that our new parent company, VF Corporation, supports Timberland’s values-driven brand and mission to equip people to make a difference in the communities where they live and work. We look forward to partnering with VF’s Outdoor & Action Sports Coalition to grow our commitment to service beyond our own corporate walls.

As Atlanta McIlwraith, senior manager of community engagement for Timberland, puts it, “What’s so powerful about our service program is the many ripples it creates. As we send people to service sites, their direct impact ripples out to other organizations and the people they serve. Our belief is that when each employee has a service experience, it helps them become more engaged in their own community and on their own time. We hope this year’s 20th anniversary has re-energized our army of service warriors to continue to grow Timberland’s level of service.”

-- Download Celebrating 20 Years Of Service Around The World as PDF --

In Good Company: The Power Of Teamwork In Action

As a values-driven company, service is a part of Timberland’s core values and culture. Our Path of Service program gives employees up to 40 hours of paid time serve in their communities, and every year we hold an annual celebration of community service called “Serv-a-palooza” to make it easy for employees to engage.

However, it’s not often that our employees get the unique opportunity to serve side-by-side with representatives from other values-driven organizations. Since its inaugural year in 2008, Timberland has been proud to be a part of In Good Company – a partnership of businesses committed to making a difference for communities in need through hands-on volunteerism. Each year, employee volunteers from participating companies gather for a week-long service project to create a positive impact on a community in need.

Timberland participants in the November 2012 In Good Company crew were Erica Sarcione, Associate Product Manager at Timberland’s headquarters in Stratham, NH, and Kerri Hewatt, Assistant Store Manager for the Timberland® Factory Outlet in Commerce, GA.

Erica and Kerri spent a week with 27 other volunteers from 15 different companies helping to rebuild the wetlands in the Deep Delta of Louisiana with Restore the Earth Foundation, a nonprofit organization focused on environmental conservation, protection and restoration.

Over the course of the week, the group helped to fill, haul and plant 4,000 “Gulf Saver” bags in the marsh lands. Gulf Savers are biodegradable burlap bags filled with native plants and grasses that are planted to jump start growth and stability in areas of rapid erosion. “They lose about a football size piece of land every hour down here,” Sarcione says, “and we’re here to help fix that!”

In addition to helping plant the Gulf Saver bags over more than five acres of wetlands, Erica and Kerri experienced a unique service opportunity. By participating in the In Good Company engagement, volunteers can see beyond their own organization’s service opportunities and learn about what other companies are doing in their local communities and around the world.

We are optimistic that participation in projects like In Good Company will help Timberland continue to build relationships with other like-minded organizations that value service as an important part of their culture. Participating companies are leading by example, and we hope to see more organizations get involved.

-- Download In Good Company: The Power Of Teamwork In Action as PDF --

Timberland Invites You to Join Serv-a-palooza

Timberland Invites You to Join Serv-a-palooza

To celebrate the 20th anniversary of our Path of Service™ program, Timberland® stores worldwide invite you to become part of a global community service effort. Join us to leave your footprint in your own community!

Timberland’s Path of Service™ program gives employees paid time off to serve in their communities, and every year we hold an annual celebration of community service called “Serv-a-palooza” to make it easy for employees to engage. Every fall since 1997, Timberland employees across the globe pull on their boots and put their values in action by engaging in local service through this marquee event.

While consumers have been welcome to pitch in on Serv-a-palooza activities in the past, there hasn’t been an organized recruitment effort—until now. Cindy Fotheringham-Pfeiffer, Timberland’s Global Steward for US Retail, explains that this year, we’re looking to involve consumers more deliberately in Serv-a-palooza as part of the Path of Service™ anniversary celebration. “We would love to involve consumers beyond just telling them about these events, so that they can actually share in giving back to the places where we live and work.”

And we’re hoping to engage consumers on a global scale. As part of Timberland’s 20th Anniversary celebration, we’re inviting consumers in other countries to join us in service– see here for information about how Timberland Taiwan is engaging consumers throughout the year.

Back in the U.S., a myriad of events are planned for September 9-20– and YOU are encouraged to participate! Timberland® retail stores are partnering with the SPCA, the Humane Society, local food banks, and community centers in the Northeast. On the west coast, you might serve at the Wildlife Education Rehabilitation Center, the Police Activity League, or Habitat for Humanity, among others. Perhaps you’ll help out at the San Marcos Housing Activity in Texas or the Springs Preserve in Las Vegas. And many other events are planned nationwide.

Just what activities will service events with these organizations entail? You might help with a plant sale or a charity golf event, refurbish homes for the elderly, beautify parks and playgrounds, paint schools, and more.

“Service is built into Timberland’s core values and the heritage of the company, so we give back to the community any way we possibly can. We are excited for consumers to join us!”

To find the U.S. retail store nearest you and learn how you can join their Serv-a-palooza service events, click here. For global Serv-a-palooza activites, check your country specific Timberland website.

-- Download Timberland Invites You to Join Serv-a-palooza as PDF --

VF Embraces Timberland’s Commitment to Earth Day

Timberland’s commitment to serving the communities where our employees live and work around the world is ongoing throughout the year. But there have long been two marquee service days on our annual calendar: Earth Day and Serv-a-palooza—events where all Timberland employees across the globe put our values in action by dedicating a day to local service. “These are the days we get out as a company, pull on our boots, and make a difference,” says Atlanta McIlwraith, Timberland’s senior manager of community engagement. “Both days focus on community greening, and Earth Day sets stage for us to go and be Earthkeepers.”

Earth Day 2012, however, was a little different. It was the first since Timberland’s acquisition by VF Corporation, and the first opportunity to see how the corporate cultures would mesh in organization-wide service events.

Leading up to this, Steve Rendle, vice president of VF Corporation and group president, Outdoor & Action Sports Americas, announced in September 2011 that all VF outdoor and action sports brands would participate in 2012 Earth Day service events.

He was good for his word. Since Serv-a-palooza 2011, that commitment has grown and thrived.

According to Patty Pierce, Vice President of Human Resources for VF’s Outdoor Coalition, “VF recognizes that service is a critical element of Timberland’s culture.  We joined Timberland in service at last year’s Serv-a-palooza and saw the benefits service brings to the work environment, the community, and to the business.  We were inspired and decided to expand VF’s Outdoor Coalition and VF’s Action Sports Coalition own service commitments – we’ll now join Timberland in having two Coalition-wide service days each year, Earth Day in April and a second day in September”.

With her experience in planning and executing large-scale service events, McIlwraith supported the launch of the coalition-wide effort, providing training with the VF team in San Leandro, California—headquarters for lucy activewear, The North Face, and JanSport brands.

There, the service partner was Alameda Point Collaborative, which works to end homelessness by providing housing and services to create communities where formerly homeless families and individuals can flourish. Volunteers from lucy, Jansport and The North Face turned out for the Earth Day service event in mid-April.  Participation exceeded VF’s goals; 331 employee volunteers, out of the roughly 450 employees in that location, participated in the event.  Volunteers expanded a sustainable nursery, improved a community farm, and helped with a variety of gardening and landscaping tasks.

Six other sites also planned service projects for VF associates, in locations ranging from Visalia, California, and Appleton, Wisconsin, to Montreal, Quebec. Activities included maintaining nature trails, creating and expanding community parks and gardens, restoring a playground, beach clean-up, removal of invasive plant species, bagging garbage and recyclables, and cleaning up an elementary school.

All in all, during the week of April 16, over 4,500 VF associates participated in a wide variety of service projects in 71 locations across the U.S as part of the first annual VF Outdoor & Action Sports Coalition Earth Day.

These are encouraging results for the first coalition-wide Earth Day effort.  VF leadership was pleased with the outcome. “It was great to see individuals from all levels and departments united in the spirit of service,” said Rendle.

This response, and responses of others who participated in Earth Day activities for the first time, has been so powerful that VF is already gearing up for its fall service event in conjunction with Timberland’s Serv-a-palooza.

“I think it is safe to say we collectively nudged things in the right direction,” said to Joe O’Connor, director of operations for VF Outdoor (Canada), Inc., in a follow up message to his employees. He went on further, outlining opportunities to continue to engage: “Make a point of telling people what you did, and inspire them to do something similar. Challenge some of your outdoor and action sports competitors to step up.”

For Timberland, this new collaboration in service is inspiring. In McIlwraith’s words, “Timberland’s commitment to community service is having a ripple effect in all these other communities. Joining together for the first time, we had the best outcome imaginable.”

-- Download VF Embraces Timberland’s Commitment to Earth Day as PDF --

20 Years of Positive Change

20th Anniversary of Timberland's Path of Service™ program.
2012 marks the 20th anniversary of Timberland’s Path of Service™ program, which gives employees paid time off to serve in their communities. What’s in store for Timberland this year? Tens of thousands of hours spent giving back to our communities, invitations to consumers and business partners to join us in service, and celebrations of our community service impacts. In other words, business as usual.

As we look ahead to how we’ll continue to make a difference, we’re also taking time to reflect on the journey that brought the Path of Service™ program into its current form. Twenty years ago, the idea of giving employees paid time off to perform community service was unconventional. For many executives, giving back to the community signifies corporate philanthropy. For Timberland, it means sharing our most valuable resource—our employees’ time—to engage and improve communities by building trails, planting trees, creating community gardens and transforming playgrounds.

The inception of service as a core business value began with an introduction from City Year—an education-focused nonprofit that unites young people for a year of full-time service. In 1989, City Year Co-Founders Alan Khazei and Michael Brown approached Timberland with a request for fifty pairs of boots. We granted the request, but Khazei and Brown weren’t finished with us. They invited Timberland to learn more through service and planned Timberland’s first corporate service day. Jeff Swartz, Timberland’s former CEO, was inspired. Never one to back down from a challenge, Swartz introduced the benefit of 16 paid community service hours per year for all employees.

Jackie Mitchell of Timberland’s Human Resources department was there when the idea blossomed and remembers it well: “Jeff, perched high on a fork lift, shared his passion, vision, and dreams for employees to serve in their community and ‘how the private sector can and must be a partner with the public sector to ensure the health of our community.’” On September 18, 1992, our Path of Service™ program was officially born. According to Mitchell, the idea “became a reality when Jeff and a group of employees left work and joined City Year to paint a youth home called Odyssey House in Hampton, New Hampshire.”

Timberland’s community service program has grown from offering up to 16 paid community service hours in 1992, to up to 40 paid hours in 1995—which continues today. Now, Timberland organizes two annual global service events—Earth Day and Serv-a-palooza—to provide company-sponsored opportunities for employees use their hours. Employees are also invited to serve independently or in small groups at projects of their choosing. Additionally, Timberland sponsors a service sabbatical program that grants employees up to six months of paid leave to provide transformational capacity building service to nonprofit organizations.

But it doesn’t end with us. Our service has grown beyond our corporate walls, and our projects now include Timberland vendors, distributors, supplier factories, consumers, community members, and friends and family. As of 2012, Timberland has performed more than 800,000 hours of service around the world. “We’re a relatively small company with a big impact,” notes Atlanta McIlwraith, Timberland’s senior manager of community engagement. “Last year, 40 percent of the volunteers at Timberland-sponsored service events worldwide were business partners, and we hope to increase that percentage in 2012.”

To celebrate the program’s 20th anniversary, we’re gearing up for a special celebration at our fall Serv-a-palooza event, and our Global Stewards are helping us maximize engagement around the globe. For example, our Taiwan and Hong Kong offices are inviting consumers to serve at various Timberland-sponsored service events throughout the year. Consumers in Taiwan who serve 24 hours at Timberland events in 2012 will receive a free Timberland® T-shirt, and those who serve 40 hours will get a free pair of Earthkeepers® boots.

What’s more is that VF, Timberland’s new parent company, stands behind our commitment to service. According to Patty Pierce, Vice President of Human Resources for VF’s Outdoor Coalition (of which Timberland is a part), “VF recognizes that service is a critical element of Timberland’s culture. We joined Timberland in service at last year’s Serv-a-palooza and saw the benefits service brings to the work environment, the community, and to the business. We were inspired and decided to expand our own service commitment. VF’s Outdoor Coalition and VF’s Action Sports Coalition are excited to expand their community service and will now join Timberland in having two Coalition-wide service days each year, Earth Day in April and a second day in September.”

As we reflect on what we’ve accomplished in 20 years, we’re proud to say we’re just getting started. We’re excited that more consumers and partners than ever before will be joining us this year in creating positive change around the world.

-- Download 20 Years of Positive Change as PDF --

Stakeholder Approach Graphic

Stakeholder Group Engagement
Non-Governmental Organizations
  • Direct collaboration on CSR objectives
  • Annual planning and review
  • Focused feedback on CSR activities
Government Entities
Business Challenges
  • Industry alliances and associations
  • CSR ventures (consumer and community)
  • Conferences and trainings

A New Generation of Service

A New Generation of Service

Ever since Timberland was founded in 1973, giving back to the communities we inhabit has been a huge part of who we are. Our Path of Service™ program offers full-time employees up to 40 hours of paid time a year to serve their local communities, and we organize two annual global service events, Earth Day in the spring and Serv-a-palooza in autumn, to help employees use their hours.

While Earth Day marks an important opportunity to improve the great outdoors that is the core of Timberland’s business, Serv-a-palooza is an even more meaningful service event for the company. It is a time when all Timberland employees around the world put the company’s values in action by dedicating a day to serving their local communities.

“Serv-a-palooza is unique to Timberland,” explains Atlanta McIlwraith, Timberland’s Senior Manager of Community Engagement. “Fall is an important season for our business, and Serv-a-palooza lets us take a day at this time of year to celebrate our heritage and become grounded as a community.” The event allows employees who might not otherwise ever get to know each other work side by side. “On that day, it doesn’t matter what your title is—everyone’s the same,” she says. “When you’re volunteering together on site, it breaks down boundaries and builds a community. It’s a real source of pride to employees and something everyone enjoys.”

What made this year’s event especially poignant is that it marked a turning point in the history of Timberland. In June 2011, the acquisition of Timberland by VF Corporation was announced, signaling the end of three generations of family leadership.

Historically, Timberland’s evolution has been framed by the theme of “Boot, Brand, Belief.” “Boot” is represented by founder Nathan Swartz, who created the company’s iconic waterproof leather boot. His son Sidney Swartz built the Timberland “Brand,” expanding the company internationally and adding product lines such as apparel, women’s and children’s footwear, and accessories such as backpacks and watches. And it was Sidney’s son Jeffrey Swartz who formalized the company’s “Belief” in social justice, environmental sustainability and corporate social responsibility.

In celebration of these three “B”s, the activities at this year’s Serv-a-palooza event at corporate headquarters in Stratham, New Hampshire, were organized around this theme:

BOOT: Touched by the suffering of families in Joplin, Missouri, which was devastated by tornados, volunteers framed four houses for Habitat for Humanity in Timberland’s front parking lot—two for families from Joplin and two for families in need in Kansas City.

BRAND: Volunteers participated in projects designed to make a meaningful contribution to the town of Newmarket, New Hampshire—the birthplace of the Timberland brand. These included creating a new outdoor community gathering and performance space, building an outdoor classroom at a local elementary school and improving the high school grounds, enhancing local little league fields and refurbishing historic local buildings.

BELIEF: Several activities embodied belief including greening the campus of a community center for local nonprofits, transforming the meeting space for local disabled veterans, preparing forest trails for the harsh New England winter, and knitting blankets for the families for whom the Habitat for Humanity homes were being framed.

In all, 566 volunteers participated in the September 7-8, 2011, event in Stratham, of whom 427 were Timberland employees (the remainder were family, business associates, and friends). These figures included many leaders of VF Corporation—a key milestone as Timberland begins to integrate into the VF Family of brands.

“Their involvement was important as we’re transitioning,” says McIlwraith. “People were wondering ‘what now’? To have VF and some of their outdoor brands participate in our annual day of service symbolized their commitment to understanding and experiencing something that is uniquely Timberland.”

It was important to the VF team, as well. A couple of weeks before the event, VF announced that the Path of Service™ program would remain intact after the transition. Steve Rendle, vice president of VF Corporation and group president for the company’s Outdoor & Action Sports coalition, was so inspired by the experience, he announced to Timberland employees at the end of the day that VF outdoor brands would participate with Timberland in serving in their communities for Earth Day 2012.

“The crowd went wild, and when he tried to quiet them down, the reaction grew louder,” McIlwraith reports. “It was a very powerful moment and reminder of the power of service. We’re thrilled to have the support of our new owners.”

-- Download A New Generation of Service as PDF --