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imberland is out to prove to millennials that it’s not their parents’ boot company.

A new campaign, “Best Then. Better Now,” seeks to capitalize on the brand’s heritage while moving in a more contemporary direction. The shift has been two years in the making — Timberland was acquired by VF Corp. in September 2011. Since then, the company has moved to a more streamlined global structure, setting the tone for a more cohesive marketing approach.

“It’s been a big change thinking of ourselves as not just a footwear brand but as a head to toe — or toe-to-head — lifestyle brand,” said Jim Davey, vp-global marketing at Timberland. “This campaign is the first big step in relaunching the brand.”

Continue reading at AdAge.com