Timberland doubles its metaverse with Fortnite partnership

Timberland is virtually engaging Fortnite players in product design as part of a new Metaverse project.

The outdoor equipment and clothing brand launches one multi-faceted and multi-partner project that aims to engage customers with an immersive multiverse experience that has both promotional and commercial aspects.

Centered around Timberland’s “Construct: 10061” program, which serves as a workshop for innovative footwear designers, the program includes a virtual design lab and a creative space located on the immersive Fortnite gaming platform. Built on Epic Games’ Unreal Games 3D computer graphics game engine, Virtual Lab is one recreating the real-world innovation lab and creative space, and is designed to provide consumers with insight into its design process.


Timberland’s Fortnite environment also includes an immersive gaming experience, “Timberland Parkour Trails”, which take place on a adapted to Fortnite Island with Arctic, desert and forest settings. After visiting Design Lab, players complete challenges and obstacles in each of the settings and unlock special effects by gaining virtual samples. Players can also virtually design shoes.

Timberland strengthens its presence in the metaverse

Timberland is no stranger to the metaverse or gamified customer experiences. In February 2022, the company launched TimbsTrails, an immersive 3D online experience consisting of six “chapters” taken from different parts of its history (and expected future). New experience updates will be added each season.

TimbsTrail’s immersive experience allows users to go through a realistic 360-degree virtual environment on their computer or device screen and interact with realistic digital characters. Experience also highlights a number of star products from the past 50 years.

In a gamification element, consumers can collect starting marks as they go through the first five chapters of the experience to “unlock” for the last chapter and step into Timberland’s future.

The early 2022 release of TimbsTrails followed Timberlands Presentation December 2021 another online environment designed to simulate the real world. The company uses the Vurvey AR solution to enable customers to digitally interact with 3D concepts and visualize them in their physical environment.

The platform combines 3D visualization with video survey tools that Timberland uses to provide customers with a digital overview of concepts that represent how they will appear in the final execution, while also collecting feedback.

Timberland allows customers to virtually study the design details of a product and explain how they think the concept would work. Via Vurvey AR, customers can also identify the features of a new concept that are most important to them and highlight areas that seem confusing or misleading.

“Timberland was built on a foundation of footwear innovation; our partnership with Epic Games’ Unreal Engine allows us to explore new dimensions as we envision the future of shoe manufacturing and shoe culture, ”said Drieke Leenknegt, Chief Marketing Officer, Timberland. “At the same time, we invite consumers into a world of design innovation as part of an incredible Fortnite experience. The possibilities of logging on to the meta-verse are endless.

Based in Stratham, NH, and a subsidiary of VF Corp., Timberland operates more than 200 stores.

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