Throughout 2009 and 2010, Wyclef will participate in several Timberland "Dig It" events around the U.S. and Europe, including a service event at West Philadelphia High School on November 5 and a tree nursery project in his native Haiti. The events will bring together eco-minded activists, musicians and communities through tree planting, education and music.
The partnership will be supported through broad-level marketing support and includes:
Earthkeepers(TM) Yele Haiti Product Collaboration
Wyclef and Timberland have collaborated on a 16-boot footwear collection, slated to launch late November under the popular Timberland Earthkeepers(TM) line. For every pair sold, $2 will be donated to Wyclef's Yele Haiti to support reforestation in Haiti. The collection of eco-conscious footwear, made from recycled and organic materials, will be available globally for men, women and kids.
In addition to the boots, "Tree" tee shirts designed by Haitian art students from the FOSAJ Art School in Jacmel, Haiti will be sold in Timberland® stores and on timberland.com. For each tee shirt sold, $1 will go to Yele Haiti to support reforestation and art programs in Haiti.
Album Release & Tour Merchandise
As part of Wyclef's forthcoming Wyclef Jean album launch and tour throughout 2010 (North American dates February - April), Timberland will create a collection of eco-conscious apparel to be sold at his concerts and on wyclef.com, with a percentage of proceeds to be donated to Yele Haiti. The assortment will include organic concert t-shirts and hats as well as Earthkeepers(TM) Yele Haiti boots.
Social and Digital Media
Wyclef will join forces with Timberland to combine their deep social media networks and influence across platforms ranging from Twitter, YouTube, MySpace, Facebook, imeem, Social Vibe and wyclef.com to call attention to and raise funds for Yele Haiti (yele.org). In an innovative partnership with imeem.com, users can purchase and download playlists created by Wyclef, with all proceeds going to Yele Haiti. On Social Vibe, users will be invited to learn about Timberland initiatives to earn points and raise funds for Yele Haiti.
All platforms will guide back to Timberland's earthkeeper.com home page, featuring ongoing partnership details; exclusive Wyclef music downloads; consumer contests and a call to action for consumers to "Join the Movement" and be a part of service and activism in their local community or donate funds to Yele Haiti.
In-Store and Music Initiatives
The collaboration will be celebrated at Timberland retailers around the world in 2009 and 2010 with a series of in-store appearances, concerts and promotional events by Wyclef Jean designed to raise awareness and funds for Yele Haiti. For 2009, planned U.S.
