Where Cinematic Art Meets the Great Outdoors: Merrell and Sundance Collab Announce Groundbreaking Three-Year Global Partnership

ROCKFORD, Mich. — In a bold convergence of outdoor adventure and independent filmmaking, global footwear leader Merrell and Sundance Collab—the Sundance Institute’s premier digital learning platform for filmmakers worldwide—have officially announced a landmark three-year global storytelling partnership.

The alliance breathes vivid life into Merrell’s overarching brand platform, It Starts Outside, by harnessing the creative genius of diverse global filmmakers to produce original, social-first short films. This collaboration bridges the worlds of high-performance outdoor exploration and cinematic art, expanding the conversation around what it means to step into nature and how those moments fundamentally alter human perspectives.

Main Facts: A New Era for Brand-Supported Storytelling

At its core, the multi-year partnership unites two cultural heavyweights around a shared belief: that stepping outside is a catalyst for meaningful personal transformation, connection, and creativity.

The initiative officially kicked off in June 2026 with the launch of the Merrell Brand-Supported Storytelling Program (It Starts Outside). The program issued an open call to global filmmakers, inviting them to submit original concepts rooted in the transformative power of nature.

Out of a staggering pool of more than 1,200 submissions originating from 90 countries, a rigorous review committee composed of Merrell executives, elite athletes, brand creatives, and film industry experts narrowed the field down to six exceptional visionaries.

Each of the six selected artists—Sharon Liese, Ciril Jazbec, John Luke Miraflor, Laura Basil Duncan, Gabriella Canal, and Quinne Larsen—has been awarded a $20,000 production grant from Merrell. Furthermore, the cohort is participating in an intensive three-month production program facilitated by Sundance Collab, receiving professional mentorship, educational resources, and continuous feedback to produce original 60- to 90-second social-first films.

The partnership reaches its crescendo at the 2027 Sundance Film Festival, where Merrell will make its debut as the Official Footwear Partner. The six filmmakers will take center stage alongside Merrell executives for a live panel discussion exploring the dynamic intersection of film, outdoor exploration, and creative growth.

Chronology: From Concept to the 2027 Sundance Film Festival

The realization of this multi-year partnership is the result of months of careful planning, global outreach, and meticulous artist selection.

Early 2026: Merrell rolls out its global brand platform, It Starts Outside, laying the groundwork for a campaign focused on human-interest narratives and the profound emotional impact of the natural world.
June 2026: Merrell and Sundance Collab officially join forces to launch the Brand-Supported Storytelling Program, opening submissions to independent filmmakers across the globe.
Summer 2026: The call for entries captures the imagination of the global film community, resulting in over 1,200 proposals from 90 countries. A specialized curation committee evaluates the pitches based on originality, artistic voice, and alignment with the It Starts Outside ethos.
Fall 2026 (October 1, 2026): Merrell and Sundance Collab publicly announce their three-year partnership, unveiling the names of the six inaugural filmmakers chosen to receive funding and mentorship.
October – December 2026: The six selected artists embark on a three-month intensive production and mentorship program with Sundance Collab, utilizing Merrell’s $20k funding to shoot and edit their 60- to 90-second films.
January 2027 (Upcoming): The partnership culminates at the 2027 Sundance Film Festival. Merrell debuts as the Official Footwear Partner, and the cohort of filmmakers showcases their completed projects while participating in a live-streamed or in-person panel discussion.

Supporting Data & Metrics

The scale of the initiative highlights both the global appetite for independent filmmaking and the massive reach of the participating organizations:

3 Years: The duration of the newly minted global storytelling partnership between Merrell and Sundance Collab.
1,200+: The total number of filmmaker submissions received during the open call for the inaugural storytelling program.
90: The number of countries represented by the applicant pool, emphasizing the truly global nature of the initiative.
6: The number of elite filmmakers chosen for the inaugural cohort (Sharon Liese, Ciril Jazbec, John Luke Miraflor, Laura Basil Duncan, Gabriella Canal, and Quinne Larsen).
$20,000: The direct financial support grant awarded to each selected filmmaker by Merrell for production costs.
60 to 90 Seconds: The runtime format for the social-first, highly focused short films being produced by the artists.
3 Months: The duration of the specialized mentorship and educational production program overseen by Sundance Collab.

Official Responses and Leadership Insights

Leadership from both Merrell and the Sundance Institute have expressed immense enthusiasm for the creative potential of the alliance, highlighting how it serves both commercial and artistic communities.

Richard McLeod, Chief Marketing Officer at Merrell, emphasized how the partnership aligns with the brand’s core messaging:

"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."

Echoing these sentiments, Patty West, Director of Sundance Collab, underscored the life-changing opportunity the program provides for emerging independent 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."

Broader Implications for Brand Partnerships and Independent Cinema

The alliance between Merrell and Sundance Collab signals a shifting paradigm in how corporate entities and nonprofit cultural institutions collaborate. Rather than traditional, passive sponsorships—where a brand merely slaps its logo onto a banner—this partnership deeply integrates commercial support with artistic incubation.

1. Elevating Brand-Supported Storytelling

In an era where digital consumers crave authenticity, traditional advertising often falls flat. By empowering independent filmmakers to interpret the concept of It Starts Outside through their own distinct cultural and personal lenses, Merrell avoids heavy-handed corporate messaging. Instead, the brand positions itself as a patron of the arts, allowing human stories of resilience, exploration, and creativity to take center stage.

2. Career Pathways for Emerging Artists

For independent filmmakers, securing both funding and distribution is notoriously difficult. Programs like the Merrell Brand-Supported Storytelling Program fill a crucial financial and educational gap. By receiving $20,000 alongside Sundance-backed mentorship, these six directors gain tangible industry credentials, practical experience in commercial-meets-artistic production, and a high-profile platform at the Sundance Film Festival.

3. Redefining "The Outdoors"

Historically, outdoor industry marketing has often focused narrowly on extreme alpine mountaineering, rigorous backpacking, or specialized gear performance. By casting a wide net across 90 countries and selecting artists with diverse storytelling backgrounds, Merrell is actively democratizing the definition of "the outside." The upcoming short films are expected to explore nature not merely as a gym for physical endurance, but as a universal canvas for mental clarity, community healing, and artistic inspiration.

About the Partner 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—renowned for iconic models like the Moab hiking boot and the Jungle Moc—Merrell is focused on merging performance, styling, and comfort to empower all people to explore the outdoors confidently.

Named Footwear News 2022 Brand of the Year for promoting a more diverse and inclusive vision of the outdoors, 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 Merrell’s partnership with Sundance Collab, 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, the Institute’s digital community platform, brings a global cohort of working artists together to learn from Sundance advisors and connect in a creative space. Through its year-round artist programs, the Institute has nurtured the early careers of legendary cinematic figures such as Quentin Tarantino, Paul Thomas Anderson, Chloé Zhao, Ryan Coogler, and the Daniels, while supporting iconic independent features ranging from Beasts of the Southern Wild and CODA to Summer of Soul and Minari.

To support the Sundance Institute in its commitment to uplifting bold artists globally, donations can be made at sundance.org/support/donate.