Sundance Festival Roundup

Robert Redford’s annual gathering of film buffs and film stars kicks off on Thursday in Park City, Utah, and several footwear companies are taking advantage of the high-profile attendees and media attention to get noticed. Here’s who’s participating and how:

This winter marks the Stratham, N.H.-based brand’s third as the official footwear and outerwear sponsor of the film festival. As in past years, Timberland is providing roughly 320 boots from its performance and eco-sensitive Earthkeepers lines to filmmakers and key Sundance staffers and attendees, as well as providing co-branded “Filmmaker Jackets.” The company also is equipping 2,000 volunteers and staff members with winter gloves.

In keeping with its green mission, Timberland will also place branded recycling bins throughout the city and help the festival handle the recycling, brand reps said.

And the brand is sponsoring a lounge on Lower Main Street for consumers to preview upcoming styles and enter to win Timberland gift certificates. A concept shop will also be located at Park City Clothing Co.

The Canadian heritage boot brand, owned by Portland, Ore.-based Columbia Sportswear, is getting social. It will sponsor what brand reps described as a “virtual scavenger hunt” through Park City. Consumers who find QR codes around town on Jan. 20-26 can win access to Sorel Happy Hours and events, as well as Sorel boots and hats. The brand also will also host the Sorel Pagoda on Main Street, where it will serve hot cocoa from 10 a.m. to 4 p.m., Jan. 20-23.

The Westlake, Calif.-based brand will host its second annual Ping Pong Classic on Jan. 23. Four teams of Sundance actors, producers and directors will face off across the tables at Jean Louis restaurant in Park City. 

The brand continues its association with Waterkeepers Alliance, serving as a sponsor of the premiere party for the documentary “The Last Mountain,” on Jan. 22 at the Yard in Park City. Robert Kennedy Jr. and Harry Belafonte will host, and singer-songwriter K.T. Tunstall will perform at the event. Proceeds benefit Waterkeepers.

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