Timberland has organized ‘Dig It’- a multi-city initiative designed to bring eco-minded activists and artists together through environmentalism, tree planting, art and music.

These daylong community greening and concert events will take place in Boston (October 1, 2008); New York (October 4, 2008); Los Angeles (October 11, 2008); and San Francisco (October 18, 2008).


The ‘Dig It’ initiative supports Timberland’s commitment to green 300 communities globally in the next two years and celebrates the new Timberland apparel collection, including its Earthkeepers line of eco-conscious products.


For the daytime community greening events, Timberland will partner with American Forests, the non-profit organization focused on planting trees for environmental restoration and pioneering the science and practice of urban forestry. Timberland and American Forests will enlist approximately 200-300 volunteers to help plant trees in each city with the aid of local partners, including EarthWorks Projects in Boston; New York Restoration Project (NYRP) in New York; North East Trees in Los Angeles; and Friends of the Urban Forest (FUF) in San Francisco. Each organization will target an environmentally neglected area in their city and plant trees, clean sites, and educate neighbors about the importance of maintaining these new green spaces in their communities.

Following the tree planting service events in each city, environmental activist and musician Stone Gossard (Pearl Jam) will perform an exclusive ‘Dig It’ concert with special guests that include The Hank Khoir and Vince Mira. In appreciation for their community service, tickets to the ‘Dig It’ evening concerts will be offered to local volunteers from the daytime tree planting events.

A limited number of tickets will also be provided to consumers as a part of a promotion with Macy’s, Timberland’s® apparel collection and Timberland’s new Earthkeepers line which includes a collection of clothing and footwear produced using raw, organic, renewable and/or recycled materials.To aid in global conservation efforts, a limited number of tickets will be available for purchase via the Pearl Jam Ten Club with proceeds of sales going to Conservation International, whose mission is to conserve the Earth’s living heritage, global biodiversity, and to demonstrate that human societies are able to live harmoniously with nature.

In addition to local community greening, Timberland’s ‘Dig It’ initiative will be featured on Timberland’s Earthkeepers Website  along with streaming video and audio tracks of new music from Stone’ Gossard’s forthcoming solo project. Starting September 17th, one live video and its corresponding audio track will be released on the Website earthkeeper.com each week leading up to the first ‘Dig It’ event on October 1st.