Story in Russian

Russian Level B2 - C1
Text + Audio + Subs in Eng/Deu/Esp/Por/Pl/Fr/Fi

The story is about the history and development of the Timberland brand, particularly focusing on the involvement of Nathan Schwartz and his family. Nathan Schwartz, born in 1902 in Odessa, emigrated to the United States with his parents and settled in Boston before the First World War. Coming from a family of shoemakers, Nathan continued the family business and became an apprentice in a small shoe shop in 1918.

It wasn't until he turned fifty that Nathan managed to save enough money to purchase half of an ordinary shoe factory in Abington, Massachusetts. Over time, he acquired the entire factory and, together with his sons, produced shoes for a decade with aspirations of success and wealth.

In 1973, a significant turning point occurred when a technology was invented to connect rubber soles with leather shoe uppers seamlessly. This innovation made the boots waterproof, leading to the introduction of Timberland's first "guaranteed waterproof" leather yellow boots. The brand adopted the image of an American oak as its logo.

The yellow color of the boots, which initially received some resistance from family members, proved to be a successful marketing strategy. It made the boots easily recognizable and highlighted their practicality since any dirt on the light skin was noticeable and could be effectively washed away.

The story also mentions an Italian individual who played a role in promoting the brand. This person bought a large number of Timberland shoes, held demonstrations in Italy to showcase their durability, and emphasized the campaign "If you love Timberland, treat them as badly as possible." This strategy helped Timberland gain popularity in Italy and subsequently worldwide.

As of the present, Timberland is a global company with its headquarters in Boston. The Schwartz family continues to have a deep personal investment in the business, with Jeffrey Schwartz, Nathan's grandson, emphasizing the family's commitment to quality and their belief that their soul is embedded in their work.

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