The Timberland Co. has become the Official Footwear and Outerwear Sponsor of the 2009 Sundance Film Festival, taking place Jan. 15 – 25 in Park City, Salt Lake City, Ogden and Sundance, UT. In its sponsorship role, the brand will exclusively provide footwear, jackets and outdoor accessories for Festival filmmakers and programming team members. Timberland will also lend support to the Festival's on-site environmental efforts and document the event through “green-centric” video interviews to be featured on its Earthkeeper Network.
“At Timberland, we are passionate about the outdoors and protecting it for future generations. It's in our roots, it's who we are,” said Theresa Palermo, Senior Director of US Marketing. “The Sundance Film Festival presents a unique opportunity for us to showcase our products – which are perfect for Utah's wintry landscape – while also sharing in the Festival's commitment to preserving the environment.”
Timberland's dual-faceted partnership will afford significant organic brand awareness during the upcoming Festival, providing the opportunity to feature the brand's premium footwear and outerwear – including their popular Earthkeepers boots, which contain recycled materials and are fully waterproof – and reinforce its commitment to the environment.
The brand will also provide exclusive, co-branded Timberland and Sundance Film Festival jackets for the Festival's filmmakers and programming team, including this year's Jurors. Timberland will also be an important partner in the Festival's “green” efforts, providing assistance in recycling and hauling as well as encouraging the use of public transportation and walking for Festival attendees, to alleviate road congestion and smog emissions in Park City.
To augment its official partnership, Timberland will partner with a celebrity interviewer (talent to be announced) to videotape lighthearted, green-centric interviews and discussions with celebrities, consumers and Festival attendees.
