The Pacific Crest Trail Association (PCTA) has partnered with five outdoor brands to capitalize on the Dec. 5 release of Wild, a film version of Cheryl Strayed’s best-selling book in which she is portrayed by Academy Award winner Reese Witherspoon.

Set against the stunning backdrop of the 2,650-mile Pacific Crest National Scenic Trail, the film is expected to create unprecedented awareness of the PCT and the opportunity it offers to discover a new perspective, far from traffic, a world away from paying bills and running errands.

Outdoor industry sponsors are hoping the film generates the same interest in the outdoors as Into the Wild, a 2007 film based on the John Krakauer book about Christopher McCandless fatal quest to find meaning in the Alaskan wilderness; or Deliverance, the 1972 film of a canoe trip gone bad that reportedly spurred unprecedented interest in whitewater paddling.

This time around, however, Cordura, Gregory, Leki, REI and Royal Robbins are working in advance to convert interest in the film into interest in not just the PCTA but their products.

Thanks in part to support from those brands, the PCTA kicked off its #ResponsiblyWild campaign Oct. 22 by launching the microsite www.pcta.org/wild. The site features testimonials from those who have hiked the trail as well as tips and tricks for those who want to do so.

The Cordura brand spirit embodies adventurers like those who have experienced the Pacific Crest Trail (PCT), global Cordura brand and marketing director Cindy McNaull said in a statement issued Tuesday. Our durable Cordura fabrics are great for anyone from a first time day hiker to the most experienced climbers, a versatility that holds true for the Pacific Crest Trail as well.

On Dec. 5, PCTA will release a special ‘Wild edition of its Communicator member magazine featuring photographs, an exclusive interview with Cheryl Strayed, behind-the-scenes glimpses of the making of the film and information about PCTAs work to keep the trail open and safe.

PCTA will also begin giving away gear from its outdoor industry sponsors – as well as Wild movie-related products – from Dec. 15 through Jan. 12 through pop-up contests on social media, including Facebook, where it has already garnered nearly 59,000 likes.