Merrell and Sundance Collab Announce Landmark Three-Year Global Storytelling Partnership to Bring "It Starts Outside" to Life
ROCKFORD, Mich. — In a groundbreaking move bridging the worlds of outdoor exploration and independent cinema, global outdoor footwear leader Merrell and Sundance Collab—the Sundance Institute’s premier digital learning platform for filmmakers worldwide—have officially announced a three-year global storytelling partnership.
Unveiled on October 1, 2026, the alliance brings Merrell’s overarching brand platform, It Starts Outside, to cinematic life through original, social-first short films crafted by a diverse cohort of international directors. The partnership marks a significant evolution in how commercial brands collaborate with artistic institutions, prioritizing human-centric narratives over traditional product placement.
Simultaneously, Merrell has been named the Official Footwear Partner of the 2027 Sundance Film Festival, extending the partnership from digital mentorship into the heart of one of the world’s most influential independent film communities.
Main Facts: At a Glance
The multi-year collaboration is structured around a rigorous global talent incubator and major festival integration:
- The Core Initiative: The Merrell Brand-Supported Storytelling Program (It Starts Outside), designed to fund, mentor, and showcase original short-form cinematic works.
- Global Reach: The inaugural open call attracted more than 1,200 filmmakers hailing from 90 countries.
- The Inaugural Cohort: Six visionary directors were selected: Sharon Liese, Ciril Jazbec, John Luke Miraflor, Laura Basil Duncan, Gabriella Canal, and Quinne Larsen.
- Financial and Institutional Support: Each selected filmmaker receives a $20,000 production grant from Merrell, paired with a three-month intensive production program featuring mentorship, education, and feedback facilitated by Sundance Collab.
- Deliverables: Each participant will produce an original, 60- to 90-second, social-first film exploring the transformative, connective power of stepping outside.
- Festival Culmination: The partnership will culminate at the 2027 Sundance Film Festival, where the cohort will participate in a live panel discussion and Merrell will debut its role as the Festival’s Official Footwear Partner.
Chronology: From Concept to Global Cohort
The genesis of the partnership traces back to the early months of 2026, when Merrell rolled out its It Starts Outside brand platform, centering on the philosophy that even the most understated moments spent outdoors can spark profound personal meaning. Seeking a creative vehicle capable of translating this abstract philosophy into evocative visual narratives, Merrell turned to the Sundance Institute.
In June 2026, Merrell and Sundance Collab officially opened applications for the It Starts Outside Storytelling Program. The call to action was simple yet ambitious: invite international filmmakers to submit original concepts inspired by the transformative power of the outdoors.
The response was overwhelming. Within weeks, over 1,200 directors from 90 countries submitted proposals, illustrating a universal appetite for stories bridging humanity and nature. A multi-disciplinary evaluation committee—comprising Merrell executives, brand athletes, creative professionals, and veteran film experts—narrowed the pool down to six finalists.
Throughout late 2026, these six filmmakers entered a rigorous three-month incubation phase. Backed by $20,000 grants per project and sustained guidance from Sundance Collab mentors, the cohort began developing their distinct visions. Their finished works are slated to premiere as part of the lead-up to the 2027 Sundance Film Festival, anchoring Merrell’s physical and cultural presence at the event.
Supporting Data and Creative Scope
The immense scale of the submission process highlights both the global reach of Sundance Collab’s digital network and the resonance of Merrell’s brand ethos. Reviewing applications from 90 countries required a nuanced judging process that prioritized artistic voice, cultural diversity, and emotional depth.
Rather than enforcing a rigid corporate template, the program empowers filmmakers to interpret It Starts Outside through hyper-personal lenses. The commissioned 60- to 90-second social-first films are designed to prove that "the outside" is not a monolith. For one director, the outdoors may represent a crucible for athletic endurance and personal rehabilitation; for another, it may serve as a quiet space for mental clarity, artistic inspiration, or communal bonding.
By focusing on short-form, social-first media, Merrell and Sundance Collab are deliberately targeting digital-native audiences where modern visual culture thrives. The strategy acknowledges that powerful storytelling does not require feature-length runtimes to achieve emotional resonance.
Official Responses: Leadership Perspectives
Executives from both organizations have emphasized the mutual alignment of values that made the partnership possible.
Richard McLeod, Chief Marketing Officer at Merrell, underscored the natural synergy between the footwear brand’s core philosophy and Sundance Collab’s artistic community:
"Sundance Collab is a perfect partner for It Starts Outside because it brings together world-class filmmakers from different backgrounds, each with a distinct way of telling stories," said McLeod. "When we introduced It Starts Outside earlier this year, we shared our belief that even the simplest moments outdoors can spark something meaningful. Through this partnership, filmmakers from around the world will bring that belief to life through human interest stories that show what the outside can unlock in us, how it connects us, and the many ways it can shape our lives."
Patty West, Director of Sundance Collab, highlighted the rare professional pathways the initiative opens up for emerging international artists:
"At Sundance Collab, our mission is to champion independent storytellers from every corner of the globe, and this partnership with Merrell bridges a vital space for emerging artists," West noted. "This initiative offers filmmakers a rare opportunity to not only learn the fundamentals of brand-supported storytelling and discover new career pathways as directors, but to actually receive the funding and mentorship needed to make and release their films with the support of a world-class brand like Merrell."
West added: "Sundance Institute has always loved supporting storytellers as they unpack the power, connection, and personal transformation that comes with stepping outside, and we look forward to watching this global cohort thrive."
Implications: Redefining Brand-Artist Partnerships
The three-year alliance between Merrell and Sundance Collab carries broad implications for the marketing and entertainment industries alike.
1. Elevating Brand-Supported Art
Historically, corporate sponsorships in the arts have often drawn skepticism from independent creators wary of commercial dilution. However, by routing the initiative through Sundance Collab’s educational framework and offering unconditional creative latitude—bolstered by substantial financial grants—Merrell has established a new benchmark for ethical brand-supported storytelling. The focus remains squarely on the artists’ distinct perspectives, validating commercial partnerships as viable patrons of the arts.
2. Expanding the Definition of "The Outdoors"
For decades, outdoor industry marketing was narrowly defined by extreme sports, high-altitude mountaineering, and rugged isolationism. By championing filmmakers from 90 countries whose interpretations of It Starts Outside vary wildly, Merrell is actively democratizing the narrative around nature. The partnership reflects a modern cultural shift toward inclusivity, emphasizing that outdoor spaces—whether a remote wilderness trail, a suburban park, or an urban green space—belong to everyone.
3. Cultural Integration at Sundance
For Merrell, stepping into the role of Official Footwear Partner for the 2027 Sundance Film Festival represents more than a logistical sponsorship; it is a strategic alignment with the world’s most prestigious incubator of independent thought. By embedding themselves within the festival’s creative ecosystem, Merrell positions its brand not merely as an apparel manufacturer, but as an active participant in global cultural conversations.
About the Organizations
About Merrell
Merrell exists to share the simple power of being outside and is committed to building an inclusive and more sustainable environment for future generations to enjoy. As the global leader in outdoor active footwear—best known for iconic lines like the Moab hiking boot and the Jungle Moc—Merrell focuses on merging performance, styling, and comfort to empower all people to explore the outdoors confidently.
Named Footwear News 2022 Brand of the Year for its progressive vision of inclusivity in nature, Merrell is a division of Wolverine World Wide, Inc. (NYSE: WWW), one of the world’s leading marketers and licensors of branded casual, active lifestyle, work, outdoor sport, athletic, children’s, and uniform footwear and apparel.
To learn more about the partnership, visit merrell.com/it-starts-outside.
About Sundance Institute
As a champion and curator of independent stories, the nonprofit Sundance Institute provides and preserves the space for artists across storytelling media to create and thrive. Founded in 1981 by Robert Redford, the Institute’s signature labs, granting, and mentorship programs take place throughout the year in the U.S. and internationally.
Sundance Collab, its digital community platform, brings a global cohort of working artists together to learn from advisors and connect in a creative space. Through the Sundance Institute artist programs, the organization has nurtured generations of acclaimed independent films and directors, cementing its status as a cornerstone of global cinema.
