Timberland has tapped a hip-hop dancer to be the face of its newest footwear product.
To promote its SensorFlex, a proprietary technology that provides greater flexibility in the sole of the shoe, it has tapped Virgil Gadson to model the product. The dancer and choreographer, who appeared in the eighth season of “So You Think You Can Dance,” is photographed twisting through the air and standing on one hand.
There’s a female model, too, but she’s standing on terra firma.
The SensorFlex is offered in several key Timberland styles including its Kenniston six-inch lace-up boot and the Killington Chukka, which is the model worn by Gadson in the ads.
The campaign will run in the March and April issues of GQ and will also be used in subway, bus and digital outdoor ads in key markets. Timberland will also offer interactive mobile ads featuring influencers wearing the footwear. And in February, Timberland will unveil a storytelling video series spotlighting real people who demonstrate “flexibility in their everyday work and life as they work to reach their goals,” the company said.