Timberland is amplifying Black voices this Black History Month with their “From the Root” campaign. The campaign focuses on unity within Black culture and connection to nature. According to Timberland’s press release, a collection of Black designers, craftsmen, and storytellers are being celebrated by the brand.

Black culture, specifically Hip Hop, have made Timberland the billion-dollar brand it is today. Timberland says he aims to show and celebrate the ways Black culture and Black fashion have influenced the brand.

“Timberland has an evergreen connection with Hip Hop and Black culture. From the craftsmanship, the design and the rugged individualism and spirit of adventure; the streets adopted this brand early and never looked back. Timberland understands the invaluable nature of this organic relationship,” said Chief Creative and Executive Director Dabo Che.

According to the Timberland website, the brand is donating $125,000 to five non-profit organizations that uplift and represent Black communities in nature through outdoor brands and athletic activities. These five recipients are: Virgil Abloh’s ‘Post Modern’ Scholarship Fund, Greening Youth Foundation, Urban Creators, The Gray Matter Experience, and Soul Track.

“Black culture is rich in history and heritage, and when we explore the far-reaching effects of its impact on the world, we can truly appreciate how it all traces back to a legacy of self-expression and identity,” said Che.