Merrell Formed Three-Year Partnership With Sundance Collab
The footwear brand will sponsor a new storytelling program for emerging filmmakers.
Updated on Oct. 1, 2026 in Hiking
Live Poll
Do you believe corporate-funded art programs benefit independent filmmakers?
Merrell has entered a three-year partnership with Sundance Collab to support a film program focused on outdoor narratives. The initiative will also see the brand serve as the official footwear partner of the 2027 Sundance Film Festival.
Why it matters
This collaboration aims to expand the reach of the Merrell It Starts Outside brand platform by creating original social-first films. By pairing athletic gear with artistic projects, the company seeks to connect with new audiences through the lens of outdoor discovery.
Selected filmmakers will produce 60- to 90-second films with their $20,000 grants, following a competitive process that drew 1,200 submissions. This follows a quarter where Merrell reported $175.5 million in sales.
The players
Merrell
This is an American footwear company known for manufacturing hiking boots and outdoor athletic equipment.
Sundance Collab
This is an online community and creative resource platform developed by the Sundance Institute.
Wolverine Worldwide
This is the parent company of Merrell and a global marketer of footwear and apparel.
The details
The program provides six filmmakers with a three-month production mentorship to create work inspired by the transformative power of the outdoors. Applications were evaluated by a committee consisting of executives, athletes, creatives, and film experts.
Timeline
June 2026: Merrell and Sundance Collab launched the storytelling program.
October 1, 2026: Merrell officially announced the three-year partnership.
2027: The program culminates at the Sundance Film Festival.
Culture Shift
This partnership extends the It Starts Outside brand platform by incorporating short-form cinematic storytelling. It reflects a broader shift toward brands acting as media producers to build deeper lifestyle resonance with consumers.
The public can expect to see the resulting social-first films featured during the 2027 film festival circuit. These projects represent a shift in how outdoor brands produce visual content for digital platforms.
The takeaway
Companies are increasingly utilizing creative mentorship programs to align their brand identity with cultural events. This strategy allows outdoor retailers to engage with consumers beyond traditional advertising by supporting independent art.
Further reading
For more information on outdoor lifestyle trends and gear, visit Hiking.
Live Poll
Do you believe corporate-funded art programs benefit independent filmmakers?
