Teva was in good company at Sundance. The outdoor brand sponsored the premiere of the documentary “The Last Mountain” with Harry Belafonte and Robert F. Kennedy Jr. as hosts on Jan. 22. Six hundred guests viewed the film about the effects of — and local reaction to — mountaintop coal removal in West Virginia’s Coal River Valley. Celebs like actress Cheryl Hines and Paul Mitchell Systems founder John Paul Dejoria attended and were treated to Scottish singer-songwriter KT Tunstall’s live performance. Proceeds benefited Kennedy’s Waterkeeper Alliance, which has teamed with Teva to help protect the world’s rivers, lakes and oceans. For every pair of Teva shoes sold in 2011, Teva plans to save a linear foot of the world’s waterways by year’s end — ultimately saving 4.3 million feet in 2011.
Sorel made its presence known at Sundance. Actors Lake Bell, James Franco, Cheryl Hines and Emily Mortimer were all photographed in the brand’s swag booth at The Samsung Galaxy Tab Lift, where the brand gave away fall ’10 boot styles. Sorel, a division of Columbia Sportswear, also served hot chocolate at its brand pagoda in Park City the first weekend of the show and sponsored a virtual scavenger hunt around the city, allowing consumers to win the brand’s boots.
First-year Sundance attendee Rockport also relished the chance to give the beautiful people its cold-weather collection — roughly 300 pairs of XCS collection styles. Daniel Tschuemperlin, SVP of product and brand management, said Rockport’s location in the Sundance Style Lounge was an “amazing opportunity to show part of our winter collection and have celebrities experience Rockport’s style and comfort offering for themselves. Given the cold and snowy season in Salt Lake City, it was a perfect setting for attendees to experience our most walkable boots.” Vera Farmiga, Hugh Dancy and Blair Underwood were all photographed inside.
Pay It Forward
Sundance film “Uncle Kent” may have been picked up by IFC even before its festival premiere, but star Kent Osborne was celebrating something else. The actor and his team won K-Swiss’ second Sundance Ping Pong Classic tournament on Jan. 23, hosted by “Top Chef” winner Michael Voltaggio. Osborne and his team chose the American Youth Table Tennis Organization as beneficiary of the $500 winnings.