Timberland enters metaverse as it releases gamified digital experience TimbsTrails

Footwear brand Timberland announced its venture into the metaverse as it released a gamified digital experience called TimbsTrails. The digital experience allows people to explore Timberland’s past, present and future, focusing on its iconic original yellow boot. 

“TimbsTrails provides a unique and entertaining platform to celebrate the footwear innovations and cultural moments that shaped our past, and explore our shared path forward,” said Timberland VP of Global Footwear Design Chris McGrath. 

TimbsTrails is developed under Timberland’s partnership with digital agency R/GA. in the game, players will collect boot badges as they journey through the first five chapters before unlocking the final chapter. 

Each chapter highlights the stories, art, music and people that created the culture around the original Timbs boot. Meanwhile, the sixth (final) level highlights the brand’s future plan to focus on its sustainable GreenStride boot.

Those who manage to complete the six-level journey will be eligible to win prizes, such as a gift card or even a pair of Timberland GreenStride boots.

Timberland becomes the latest footwear brand to make a metaverse play. Other brands, such as Adidas, Diesel and GAP, are entering the metaverse by releasing NFTs or filing trademarks for their digital products. 

Timberland also mentioned that the experience will also come to life at Timberland retail stores. New updates to the digital experience will be added each season.

“We’re always looking for new ways to engage our consumers, and TimbsTrails does that across the spectrum — from a gamified digital experience right into our retail stores,” McGrath stated.