Timberland Pro has inked a new multi-year partnership with NASCAR to become the official protective footwear and official safety toe partner of the racing association.
As part of the partnership, Timberland Pro said it will integrate its products and brand across NASCAR platforms while supporting NASCAR employees and track workers with protective footwear such as the Direct Attach 6-Inch and Boondock Ultralight work boots.
The partnership will also brings the potential for Timberland Pro designers to work with NASCAR teams to develop safety footwear solutions, as well as the potential for future co-branded products. The VF Corp.-owned brand further noted that the collaboration will “create new opportunities to engage skilled trades professionals, technical education communities, and workforce development initiatives that align with both organizations’ commitments to support and grow the skilled trades.”
Plus, the partnership will come to life through integrated storytelling, digital content, at-track signage and at-track activations. The duo’s inaugural campaign launches on Aug. 3 with the headline “First Turn, Last Lap, Repeat.”
Ryan Murphy, head of marketing at Timberland Americas, said in a statement that working with NASCAR “provides an incredible platform” to celebrate and connect with skilled trade professionals. “We’re honored to support the people whose hard work helps make race weekends happen across the country,” Murphy noted.
A Timberland Pro work boot.
Courtesy of Timberland
Craig Stimmel, senior vice president and chief commercial officer of NASCAR, added that Timberland Pro “is a brand that has earned the trust of hardworking professionals” across America.
“As we continue building partnerships with companies that authentically fit with our sport, Timberland Pro stands out as a brand that supports the men and women behind the scenes who build, maintain, operate and power our sport and this country,” Stimmel said.
This isn’t the first time Timberland Pro has been linked to NASCAR. The company was formerly a sponsor of Brett Bodine Racing in the early 2000s.
A selection of Timberland Pro work boots.
Courtesy of Timberland
The announcement comes one day after Timberland parent company VF Corp. reported its first quarter earnings for fiscal 2027. Overall company revenues for the quarter ended June 27 declined 5 percent to $2.2 billion — ahead of the 6.8 percent decline analysts projected, according to Yahoo Finance.
At Timberland, revenue for the quarter was up 3 percent. VF’s chief executive officer Bracken Darrell told investors during the company’s first quarter earnings conference call that both Timberland’s “direct-to-consumer (DTC) and wholesale grew on a global basis, while regional performance was driven by continued strong growth in the Americas, up 10 percent.” He also said that the six-inch premium boot is the growth engine, adding that initiatives to “build and diversify around this strength are taking hold.”
VF opened three new full-price Timberland stores in the Americas, growing the total number of full-price locations to 14 in the region. Darrell said “there are more to come.” He said the company expects another good year of growth for Timberland as VF takes steps to unlock the brand’s true potential over the next few years.