Timberland appointed Chinese singer Xu Minghao, known as The8 of South Korean group Seventeen, as Asia-Pacific brand ambassador. The brand released a desert campaign film featuring Xu wearing its signature yellow boots. Alongside the campaign, Timberland introduced limited-edition Timberland x Xu Minghao The8 boots, with only 208 pairs available worldwide. Each pair features individual numbering. Xu has 8.55 million Weibo followers.