Engaging Communities
Once a modest family business, Timberland has grown into a fairly big company—and we owe a lot of our success to the people and places around the world where we set up shop. That’s why engaging citizens, employees, and consumers through community service has always been a priority for us.




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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.”

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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.”

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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.”

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