The Timberland Company announced today that it will continue its role as the Official Footwear and Outerwear Sponsor of the Sundance Film Festival, taking place from Jan. 21-31, 2010 in Park City; Salt Lake City; Ogden; and Sundance, Utah. Building upon its 2009 presence, Timberland will launch a new consumer activation space and exclusively provide footwear and jackets for Festival filmmakers and the programming team. Additionally, the brand will outfit over 2,000 Festival staff and volunteers in Timberland gloves.

“The warm welcome into the Sundance family that Timberland received last year was overwhelming,” said Theresa Palermo, Senior Director of North American Marketing. “We are thrilled to return to bring the Timberland story – steeped in a tradition of premium craftsmanship and environmental preservation – directly to consumers and festival-goers.”

Enhancing the Official Sponsorship for 2010 will be Timberland's presence in a new consumer-facing Festival sponsor area on Heber Avenue, located in the “Lower Main” stretch of downtown Park City. This area will provide a hands-on, interactive experience for consumers to see, touch and learn about the Timberland story and the brand's newest – and even upcoming – products, including a sneak-peak at the brand's Fall 2010 Earthkeepers(TM) footwear line.

Similar to its 2009 activation, the Timberland / Sundance Film Festival partnership will be visible throughout the Festival, as it will supply the exclusive and coveted, co-branded Timberland / 2010 Sundance Film Festival jackets to over 300 filmmakers as well as the Festival's programming team. In addition, Timberland will also provide these same VIPs with premium footwear, including their popular Earthkeepers(TM) boots, which are made with recycled materials.

Timberland will continue to be a partner in the Festival's green efforts, encouraging the use of public transportation and walking for Festival attendees, to alleviate road congestion and smog emissions in Park City.