2012 marked the fourth consecutive year that Timberland was the Official Footwear and Outerwear Sponsor of the Sundance Film Festival. Timberland rewarded its consumers for their commitment to the environment and protecting the outdoors through on-site activities in Park City and online activations via Twitter and Facebook.
During this years festival they celebrated with their Fade to Green platform. Designed to raise awareness and inspire action around earthkeeping. The Fade to Green platform served as a reminder that, like Timberland, film goes beyond commerce to celebrate innovation, self expression and style.
Prior to the festival, Maile Buker, senior director of marketing for Timberland North America, released the following statement. "The Sundance Film Festival is the perfect venue to showcase style and performance in action, and our gear packs the right amount of power and panache to allow filmmakers and attendees to do both. When you're out braving the elements of Park City at the Sundance Film Festival, it's important to not only have the right gear to stay warm and protected, but also to look and feel great. Additionally, through the onsite presence we have planned for the 2012 Festival, attendees will also have the opportunity to share Timberland's passion for preserving our most valuable resource - the outdoors - by working together to protect and conserve the environment.”
Timberland focused their presence at this years Festival around their longstanding philosophy of ‘doing well and doing good’, affecting real change and creating a more sustainable world. They did this by engaging not just the celebrities, but all attendees of the Festival along with those following along at home. Encouraging their fans to share positive ways they work to preserve the earth. Festival goers were able to stop by the Green Scene space and participate in the opportunity to pledge Random Acts of Earthkeeping – the small things they do each day to minimize their impact on the environment. While there they posed for fun photos with their favorite green activity prop and had a chance to take home a limited-edition Timberland® scarf. Followers at home were able to participate by sharing their pledges with @Timberland on Twitter.
Timberland fans lucky enough to be in town were able to view the brand's latest styles of boots and shoes – including its most eco-minded collection, Earthkeepers™. In addition to great style and performance for the outdoors, these boots include green features such as recycled linings, leathers from silver- and gold-rated tanneries (receiving high marks for their environmental practices), organic cotton laces, and Green Rubber™ outsoles made from 42 percent recycled rubber.
In support of the Festival's celebrated filmmakers – many of whom hailed from warmer climates – Timberland outfitting filmmakers and celebrities with warm, outdoor-proven Rime Ridge Waterproof Boots for men and Crystal Mountain Waterproof Boots for women, as well as exclusive co-branded winter jackets for comfort, style and protection from the Park City elements. And not to forget the important individuals behind-the-scenes who keep the Festival running, Timberland provided winter gloves to more than 2,000 Festival volunteers and staff.
To learn more about Timberland, please visit www.timberland.com.