Timberland’s Legends Club is an exclusive set of boots only available at Foot Locker. They stand alone as the sole boot offering amongst a sea of sneakers and athletic footwear. As such, we wanted to proudly plant a flag in the name of boots. But not just for the boots themselves, for the hard work, swagger and “get it done” mentality that comes along with a pair of boots.

So to build excitement around the Legends Club, we produced animated content that focused on the little-known moments of hard work and hustle that came to define a hip hop legend, Nas. Timberland boots were an authentic part of the rise of hip hop in the 90’s, so it was only natural for us to re-tell these stories in the name of the Legend’s Club, where our exclusive boots will continue to drive the style and swagger of tomorrow’s legends.

We collaborated with Nas—a true Timberland diehard since the beginning—to share personal anecdotes and milestones from his early musical journey to create a series of unique, animated shorts in the style of pulpy, 1980’s Marvel Comics, but through our own modern lens.

We created 1x :15 teaser for the campaign, as well as 4x :60 individual stories that followed Nas along his journey from an unknown kid on the streets of Queensbridge, NYC to the pivotal moments that came to define his career and rise to stardom.

Stylistically, we wanted to bring everything to life in a way that felt true to that Queensbridge in the 70’s, 80’s and 90’s, so every detail had a sense of authenticity—from the gritty, oldschool NYC subway signage, to the trash blowing in the street.

The videos ran across Timberland and Foot Locker’s social channels and were promoted by Nas to his fans.

The Legend’s Club saw the best sales year that they’ve seen in their 3 year history.

Engagement rates on our Instagram videos far exceeded Timberland and industry benchmarks (45% completion rate on video across all mediums).

Our animated banners saw engagement rates over 8.67%, almost unheard of for digital display ads.

The earned media from Nas’ involvement far outweighed the talent costs, proving a substantial ROI for the client.