Proceeds from Limited Edition Earthkeepers® Boots to Benefit WaterAid
Leading outdoor lifestyle brand Timberland announced “Canvas that Cares,” a new program created to raise funds for non-profit organizations through the auction of custom-designed, limited edition Earthkeepers® footwear – Timberland’s most eco-minded collection. Rock and roll icon and artist Ringo Starr is helping to drum up support for the initiative by lending his original peace sign artwork to the inaugural boot collection. Proceeds from the auction, which kicks off December 1 on eBay (hub: www.timberland.com/canvasthatcares), will benefitWaterAid, a non-profit dedicated to improving access to safe water, sanitation and hygiene in the world’s poorest communities.
“We’re thrilled about the Canvas That Cares program, and could not think of a better partner for our launch than Ringo Starr,” said Mike Harrison, chief brand officer, Timberland. “For nearly 40 years, Timberland has followed a mantra of ‘doing well and doing good.’ Beyond his undisputed influence on music history, Ringo, too, has long been known for his commitment to social justice. With Canvas That Cares, we have a great opportunity to join forces and raise much-needed funds for a highly deserving organization, Water Aid.”
Starr’s original design will appear on 75 pairs of the Timberland® Earthkeepers® City 6” Leather and Fabric Side Zip boot, each of which he signed personally. This marks the first time in more than three years that Starr has autographed any memorabilia. A colorful peace sign on a canvas panel is symbolic of the artist’s personal mantra of peace and love; three stars embroidered along the back of the boot are a nod to his name. The boots feature Bionic® canvas created from Bionic® yarn, a unique material made from organic cotton wrapped around a recycled PET core, which is twice as strong as traditional canvas and dries 30 percent faster. Additionally, ion-mask™ technology by P2i repels water and stains, keeping feet dry while maintaining the fabric’s natural breathability.
“For thirty years, WaterAid has brought clean water to millions of people in the world’s poorest communities,” said Ringo Starr. “This partnership with Timberland will allow others to make a real difference in these people’s lives, and the boots are a reminder I’m with them every step in this journey.”
The limited edition, autographed boots will be available on eBay beginning December 1, accessible via Timberland’s Canvas that Cares hub, www.timberland.com/canvasthatcares. Bidding opens at 9pm EST on December 1, and closed at 9pm EST on December 11. To ensure distinction among the 75 pairs of boots being auctioned, each pair will come with two sets of laces, in assorted colors and styles. In addition, 35 pairs will come with a Timberland® Whiteledge Recycled Nylon Packable Duffel Bag (in assorted colors); and 10 pairs will come with a second pair of Earthkeepers® City 6” Leather and Fabric Side Zip Boots, in a range of sizes. All 75 pairs of signed boots will be size 8 – Ringo’s shoe size.
The collaboration aimed to raise a minimum of $18,750 for WaterAid, with the starting bid for each boot package set at $250. The boots are being listed using eBay Giving Works, the company’s innovative online philanthropy program which enables millions of people to easily connect with and donate to organizations they care about. The auction is being managed by Auction Cause, on behalf of Timberland.
Source: Timberland, STRATHAM, N.H., Nov. 10, 2011 /PRNewswire/
To further support the initiative, Starr’s “All-Starr Band” will wear the limited edition boots on upcoming tour dates. Consumers can learn more about the program, auction, WaterAid and the collaboration at www.timberland.com/canvasthatcares.
