Animation Tells the Musical Story of Rap Legend Nas for Timberland

Pereira & O'Dell New York teams up with hip-hop legend Nas to launch exclusive Timberland fall 2017 Legends collection

The legend of the iconic yellow boot continues with the Timberland Legends Club, and 4 inspiring stories from Nas in Queensbridge, NY. The Legends Collection campaign was created and art directed by creative agency, Pereira & O'Dell with animation executed by Gentlemen Scholar.   

The campaign which runs nationally through December 2017 consists of four 60-second animated videos to accompany each new story and exclusive shoe drop. It will also include custom painted OOH, custom comic books, in-store signage at Foot Locker and Timberland. Special edition boot boxes, and more.   

The first of four shorts, “Trumpet”,  takes viewers to the beginning of Nas' journey at age 6, on a Queens street corner wearing classic Timberland® 6-Inch boots, and tapping his feet as he plays the trumpet before a growing crowd. 

Nas narrates, "Before there was rap, there was jazz. My father played the trumpet, so for me, that's where my journey started." The story unfolds to mark the moment when Nas discovers that the sounds he can make with his body and his mind are universal.  The video ends with a close-up of Timberland's classic 6-inch Premium yellow boot which morphs into the Volume VII FlyRoam Sneakerboot. 

"Nas perfectly captures the notion that success is born out of hard work and hustle – something that's at the heart of every Timberland boot," said Jim Davey, vice president of global brand marketing for Timberland. "We are thrilled to be a small part of his journey, and to recognize him for the legend he has become."   

"Before you become what you will, you start as who you are," Nas said. "Timberland boots have been part of my journey from the beginning, and the Legends Collection partnership with Foot Locker connects our paths and illustrates how, like any story worth telling, it has to evolve to make us who we are today."      

Short films in the series include:   

- "Trumpet" reflecting on Nas’ background in jazz. 

- "Dictionary" - about Nas' love and desire for learning and how he would read the dictionary to expand his lyrical vocabulary. 

- "Fire" - about Nas' very first rap battle, which he lost to an older girl in his neighborhood. 

- "16 Bars" - Nas' first time in the studio, where he rapped on another artist's track that lead to his wider exposure and which was essential his big break.   

Drop dates of the exclusive boots are:   

- Volume VII FlyRoam Sport Hiker, dropping 9/30 

- Volume VIII 6” Premium Strap Boot, dropping 10/21 

- Volume IX 6” Field Boot with Velvet Collar, dropping 11/24 

- Volume X 6” Premium Boot, dropping 12/15

For more information on the Fall 2017 Legends Collection, visit https://www.footlocker.com/legendsclub