VF Corp.’s Timberland brand has signed with NASCAR Holdings to become a new sponsor with its Pro line, bringing the company behind the culturally immersed tan boots officially back into racing for the first time in over two decades.
The sides have finalized their agreement and plan to announce it later Thursday, naming Timberland Pro the official protective footwear and safety toe partner of the sanctioning body. Financial terms have not yet been learned, but the deal is largely focused on sponsorship and brand awareness to start but could eventually grow into having licensing tentacles.
Timberland will provide its Pro line boots, like the Direct Attach 6-Inch and Boondock Ultralight, to NASCAR employees to wear during their work at tracks. Assets will include on-site activation areas and signage at races plus digital storytelling that starts next Monday.
The shoe company will also have discussions with teams about the potential of providing them footwear, and NASCAR and Timberland say they will evaluate the potential for making co-branded products in the future. The sides say they will also jointly engage with trade groups and vocational schools to promote blue-collar professions and jobs.
Timberland is based in New Hampshire and was founded in 1973, and it created the Pro line in 1999. The company was formerly a sponsor in NASCAR in 2002 when it sponsored Brett Bodine Racing. Other brands owned by VF Corp. include The North Face, Vans and Jansport.