Wyclef Jean and Timberland Company teamp up as 'Earthkeeper". 

Tequila Minsky, hertiagekonpa Magazine

Haitian-born Hip Hop superstar Wyclef Jean and the Timberland Co. are teaming up to develop an environmentally friendly clothing and boot line to support reforestation and humanitarian efforts in Haiti.

“I am very humble,” Wyclef Jean said during his conversation at public radio WNYC’s Greene Space on October 29 with Majorca Carter, environmental justice advocate and MacArthur Foundation “genius award” recipient (2005).  

The October 1, “The Promised Land Live” webcast program hosted by Carter explored how Jean’s music evolved, the influences on his life (his pastor father, the church, Brooklyn, his emigrant status and Harry Belafonte), and how they’ve influenced his feelings about Haiti and his desire to have an impact.  

Majora is known as the founder of the organization Sustainable South Bronx.  

The webcast conversation at WNYC was part of the launch of the partnership of Jean and the Timberland (shoe) Company. Selections of music were performed during the webcast and a performance by Jean and his band followed the conversation.  

CEO of Timberland (shoes) Jeffrey Schwartz, a fan of the Grammy-award musician’s music, made the first introduction of the evening.

Wyclef was named one of six Earthkeeper Heroes (including an eco-photographer, a green "trendspotter" and freestyle swimmer) within the company’s 2009 Earthkeepers program, which aims to catalyze a movement of environmental and social activists.  Wyclef started an organization in Haiti--Yele Haiti that has programs in sports, arts, education and the environment.  

Timberland and Wyclef are embarking on a partnership that seeks to fuse music, the product, social media service events and concerts to motivate and inspire consumers.  

A multi-tier global marketing initiative in line with its ongoing social activism program, Earthkeepers, is planned with cross-promotional Timberland/Jean efforts including in-store appearances, service events, and social media.  Wyclef’s strong fan base and Timberland’s strong consumer base will be mined.  

Additionally, Jean collaborated on an environmentally conscious boot product that will benefit his foundation, Yele Haiti; $2 for every pair sold will go to Yele Haiti.  

A senior manager for values marketing at Timberland explained that the company will leverage the release of Jean’s new album in 2010. On the tour, Timberland will host on-ground tree-planting events in the markets that retail the boot, as well as present some of the music on social media platforms. Timberland's and Jean's Twitter and Facebook pages will also be relied on heavily.  

The boot launches in the US in November.