Timberland & Snipes Unveil The “Rooted in Concrete” Collaboration

Summary:

• Timberland and Snipes US have teamed up for a limited-edition collaboration called “Rooted in Concrete,” reimagining Timberland’s iconic yellow boot and releasing a Harlem-set campaign video.
• The design features the classic 6-inch wheat boot updated with a bold debossed root motif, symbolizing resilience and strength.
• The boot launches November 13 exclusively at SNIPES stores and online.

Timberland and Snipes US have collaborated on a limited-edition drop dubbed “Rooted in Concrete.” The project includes a reimagined version of Timberland’s classic yellow boot, a doc-style video set in Harlem, and accompanying campaign images.

Though Snipes was born in Germany, its entry into the U.S. market in 2019 allowed the company to expand its streetwear reach – specifically through the acquisition of retailers Kicks USA and Mr. Alan’s. From the start of its U.S. journey, Timberland has been a constant in the Snipes assortment. The deep cultural ties of the brand’s yellow boot – whether through its adoption by ’90s hip-hop icons like The Notorious B.I.G. and Nas or its enduring relevance in NYC street style – have allowed Snipes to connect with communities from Harlem to Brooklyn, West Philly to the South Side of Chicago, and beyond. And, in turn, these neighborhoods have helped define what this boot represents.

Now, through co-designing the new “Rooted in Concrete” boot, Snipes has had the opportunity to celebrate its ongoing partnership with Timberland and the communities that truly make the Yellow Boot what it is.

The foundation of the design remains Timberland’s tried-and-true 6-inch yellow boot, featuring premium leather, waterproof seam-sealed construction, anti-fatigue technology, and, of course, the timeless “Wheat” colorway. Newness comes through a bold, debossed root design that organically expands over the front toe box – a visual nod to the collaboration’s theme of “resilience and the ability to thrive wherever you’re planted,” as Kelley Walton, CMO of SNIPES USA, explains. These roots don’t just grow downward – they push through pavement, finding strength in the urban landscape –  a nod to “all the neighborhoods where Timberland has become part of the fabric of culture.”

The accompanying “Rooted in Concrete” campaign video extends this narrative. The 60-second clip captures an energetic one-night story set in Harlem, highlighting how the Timberland boot’s durability, timeless design, and cultural cachet make it fit for every aspect of city life – from Apollo Theater lines to bodega counters, Rucker Park lights, and late-night diner booths. The video also shows the wearer taking pride in the boot – carefully avoiding stains and cleaning it at the end of the day – a clever nod to Harlem’s specific cadence and humor, as well as the enduring respect the yellow boot commands.

The SNIPES x Timberland “Rooted in Concrete” collaboration launches November 13, available exclusively at SNIPES stores and online. The boot will be offered in the classic “Wheat” colorway, in adult unisex and grade school sizing, and in limited quantities.

Scroll up to see the campaign images.