Timberland Pro Highlights Generations of Trade Workers in New Campaign

Timberland Pro is launching a new campaign celebrating the legacy of trade workers — and shoes that keep them safe.

Just in time for Labor Day, the shoe brand’s arm dedicated to skilled trade professionals on Monday kicked off “From Labor to Legacy,” a brand campaign that centers around an Oregon-based family that works in the trades.

The campaign, shot at DD Ranch and Smith Rock Ranch in Central Oregon, features Nate Kingsford, who works at DD Ranch and comes from a line of concrete workers as well as a son figure, Beck, works on the ranch and is the actual son of the ranch owners. The goal of the campaign is to highlight the durability and comfort of Timberland Pro products, such as the brand’s Direct Attach Waterproof Work Boot, the Boondock Composite Toe Waterproof Work Boot, the Hood Honcho Sports Hoodie and the GritFlex Athletic-Fit Flex Canvas Pant.

“The hard work and contributions that skilled trades workers make today, will shape the lives of all future generations. From agriculture to construction, manufacturing to carpentry, the craftsmanship of those skilled professionals stands up against the hardest test of all — the test of time,” said Timberland brand marketing director Ryan Murphy in a statement. “That same thoughtful craft goes into every Timberland Pro product that is brought to market. This campaign celebrates the generations of workers who have truly moved our world forward and paved the way for future generations.”

The VF Corporation-owned brand launched Timberland Pro in 1999 when it saw a need to outfit professional trade workers. In March, Timberland Pro expanded its offering to include footwear for the hospitality industry.

The campaign comes as the work shoe industry heats up and evolves, especially as younger people enter the trades. Earlier this month, Keen Utility launched a “modern work sneaker” that combines the safety features of a work shoe with the comfort and design cues of an athletic court sneaker to cater to Gen Z workers who want a versatile and safe shoe to wear on and off the job. And in April, Brunt Workwear rolled out a new line of heavy duty boots for people in the toughest jobs.