The Timberland Company unveiled several new components of its program to combat the distribution of imitation Timberland products. The program is designed to raise awareness about counterfeit goods and the importance of product authenticity, and also includes an increased investigative presence in key markets.

“We are committed to preserving the integrity and authenticity of our brand, and equally committed to prosecuting those who try to exploit it,” said Ken Pucker, Timberland’s Chief Operating Officer. “Our hope is that this enhanced campaign will allow us to build on the progress we’re already making in our effort to invade and weaken the counterfeit market – ultimately protecting our brand and our consumers.”

Starting next month, Timberland is introducing a new authorized dealer sticker which will be prominently displayed wherever authentic Timberland products are sold. Each sticker is uniquely numbered and recorded, and special design elements within the stickers will prevent duplication.

December also marks the launch of Timberland’s anti-counterfeit advertising campaign. The first advertisement will appear on mobile billboards in New York, Philadelphia and Baltimore over the next few weeks, with additional ads and markets under consideration for 2006.

Two other elements of Timberland’s anti-counterfeiting program are already in place and have yielded positive results:

• Timberland’s counterfeit investigation effort spans the globe. The company works with various agencies including Customs, Trading Standards, the FBI and local law enforcement departments in many of the cities and countries where counterfeit investigations take place. Year to date, the company’s counterfeit investigation effort has resulted in several major raids, multiple arrests and the seizure of more than 100,000 pieces of counterfeit Timberland goods.
• In support of its investigative efforts, Timberland recently introduced an authentic product hotline (800-340-2450) to gather confidential information regarding suspected counterfeit activity. Although the hotline has only been active for a short time, it has proven successful in generating counterfeit leads and promises to be an integral piece of the company’s anti-counterfeiting program.

“The success we’ve seen only strengthens our resolve to do more,” said Pucker. “We will work tirelessly and aggressively to ensure that our products are sold only through the appropriate channels and that our brand is being properly represented.”