“Your Call Is Calling”: New Timberland PRO® Campaign Honors Those Who Follow Their Passion and Find Purpose in the Skilled Trades

STRATHAM, NH–(BUSINESS WIRE)–According to United States Chamber of Commerce, 88% of entrepreneurs have moderate to high difficulty finding skilled workers. And as workers continue to age out of the skilled trades, fewer people are entering the field: new data shows that 40% of the 12 million people in the skilled trades workforce are over 45 (of which almost half are over 55) and less than 9% of workers between the ages of 19 and 24 years enter the trades.

To help raise awareness of the lack of skilled trades and to attract and inspire the next generation of skilled workers, Timberland PRO is launching a new campaign that celebrates those who follow their passion and find purpose – renewed or for the first time – in the skilled trades. professions.

“Your Calling Is Calling” comes to life through powerful, sometimes unexpected stories of men and women who reinvented their life’s journey to include careers in commerce. The inspiring anthem film at the center of the campaign, created in partnership with The Martin Agency, shines a light on the bold spirit and determination at the heart of the business community.

“As a brand that directly serves the industrial footwear and workwear markets, we understand the value of the skilled trades and the importance of training the next generation of skilled workers,” said Rebecca Conway, Chief Marketing Officer of the brand for Timberland PRO. “This campaign is a powerful tribute to hard-working men and women who find freedom and fulfillment in the skilled trades, and seeks to inspire others to be bold enough to follow this path.”

This campaign is the latest manifestation of Timberland PRO’s commitment to changing the perception of skilled trades and creating the next generation of skilled trades workers. In 2019, the brand joined Generation T – a national movement powered by Lowe’s and supported by more than 70 brands and organizational partners working to develop the next generation of skilled trades experts. The brand also supports Bring back trades, a non-profit organization that helps fund scholarships for trade school students. And to help inspire more women to enter skilled trades, Timberland PRO partners with organizations such as Girls at work and Tools and tiaras – two non-profit organizations committed to breaking down gender barriers and empowering young women to embrace new traditions to unlock their potential.

The Timberland PRO® campaign launches today across digital and social media channels and www.timberland.com. Timberland PRO also features in Timberland’s global FW22 campaign, which brings the brand’s outdoor and professional heritage to life in bold new creative, consumer and product activations.


Timberland is a global outdoor and work-inspired brand on a mission to inspire and equip a new generation to get outside, work hard together, and move the world forward. Based in Stratham, New Hampshire, Timberland also has international headquarters in Stabio, Switzerland, and Shanghai, China. Best known for its original yellow work boot introduced in 1973 to tackle the harsh elements of New England, Timberland today offers a full line of footwear, apparel and accessories made with eco-friendly innovation for people who share the brand’s passion for enjoying – and protecting – Nature.

In the heart of Timberland® brand is a vision for a greener and fairer future. It comes to life through a decades-long commitment to responsibly manufacturing products, protecting the outdoors, and strengthening communities around the world. To learn more and share Timberland’s mission, visit a Timberland® store, timberland.com or follow @timberland or @timberlandpro. Timberland is a brand of VF Corporation.