Timberland posts leather billboards

Timberland Co., a Stratham, N.H., outfit known for signature yellow boots and a social conscience, has posted billboards in New York City whose surfaces are made with its boot leather.

Local artists have been invited to turn these billboards into "leather murals" of artwork that reflect what New York boroughs Manhattan, Brooklyn, and the Bronx mean to them, said Arnold Worldwide, the Boston ad agency that works with Timberland.

The billboards celebrate the launch of 10061.com, a new Timberland website dedicated to the community and self-expression where visitors can up-load their art work, photos, and even films, Arnold said.According to Arnold, 10061 is the stock-keeping number for Timberland's famous boots.

While Timberland's heritage is making boots and clothing for outdoor-types, its styles over the years have occasionally found favor with urban consumers.
(By Chris Reidy, Globe staff)

A Timberland leather billboard in Brooklyn