In the Tall Timberland

The Timberland Co. (Stratham, N.H.), manufacturer and marketer of men's, women's, and kids'footwear, has announced it will launch its largest-ever global advertising campaign, centered around the For the Journey? theme.

As part of its thrust, the company said it will increase its number of concept stores in a bid to enhance its U.S. presence and plans to launch a children's apparel line for fall 2002.

The integrated campaign, to debut this September, will feature a new television spot to run on national cable, national and regional print, key market outdoor and customer-specific co-op advertising. The campaign will also launch this fall in Europe, South America and Canada.

The company's footwear comprises about 80 percent of its sales, though its merchandise line also includes apparel (outerwear, shirts, pants) and accessories (including sunglasses, watches, and belts). Timberland has more than 150 company-owned and franchised stores in Asia, Europe, Latin America and the U.S., and sells worldwide in department and athletic stores.