Renowned brand Timberland has teamed up with Belgian non-profit King Baudouin Foundation to facilitate the creation, maintenance and improvement of greenspaces in five European cities as part of a five-year-long grant-funded programme. This year, the My PlayGreen initiative will be introduced in Berlin with Paris and Barcelona selected for regenerative work in 2019 and 2020 respectively. Timberland, since 2001, has planted over 9 million trees worldwide and hopes to increase this to 10 million by 2020.
The initiative aims to significantly improve air quality and biodiversity through the rehabilitation or improvement of city parks, community gardens, small farms, vegetable gardens and green spaces, which are easily accessible to people living in cities. MyPlayGreen was originally developed by Timberland in collaboration with the King Baudouin Foundation to improve social cohesion in Europe. Both environmental and social benefits are cited by Timberland as motivations for its participation in the project, which has previously been responsible for improving spaces in London and Milan.