Building off a successful technology launch, we took the next step to extend the flexibility concept to keep it fresh and appropriate for the Spring season. SensorFlex has been a steady and trusted innovation from Timberland for several seasons. As we entered into a “maintain” phase, it was important to continue to communicate the Flexibility message with a fresh perspective to keep interest.

The overall creative concept/look and feel built off the previous season’s positioning. Two different executions were provided for this campaign featuring different products for various regions.