How hip-hop made Timberland a billion dollar brand

In the U.S., the Timberland boot is to a large recognized as a fashion staple. Timberland’s rise was not without controversy. In the early ’90s, hip-hop stars on the East Glide adopted the boot, and sales began to climb. At the time, hip-hop wasn’t mainstream and the strength of Black spending was day in and day out overlooked by marketers. Throughout Timberland’s rise, its executives would learn to both respect and embrace their evolving consumer slavish, which would change the trajectory of the brand forever.