Timberland Sponsors the 2011 Sundance Film Festival

Premium outdoor brand to outfit all 2011 filmmakers and have extensive on-site presence this month at the Festival
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Stratham, NH (January 11 , 2011) – This month, The Timberland Company stakes another claim to its coveted title as the Official Footwear and Outerwear Sponsor of one of the most acclaimed film events in the world – the 2011 Sundance Film Festival. For the third consecutive year, Timberland will be on-hand to provide attendees protection against the outdoor elements throughout the Festival, which takes place in Park City, Salt Lake City, Ogden, and Sundance, Utah from January 20 – 30.

As part of its sponsorship, Timberland will supply more than 320 filmmakers and programmers with exclusive co-branded “Filmmaker Jackets” and premium winter boots from the ever-popular Timberland® Earthkeepers™ and outdoor performance lines. Featured waterproof boot styles such as the Washington Summit Mid for men and Earthkeepers™ Mount Holly Tall Lace Duck Boot for women are ideal for Festival-goers who want to keep warm, and do so in style. Not forgetting about those important individuals behind-the-scenes who keep the Festival running, 2,200 pairs of rugged winter gloves from Timberland will be distributed to Festival volunteers and staff.

The most important on-site activation for the brand is The Timberland Retreat, a consumer-facing booth located at the Festival Co-op, 625 Main Street (opposite Sundance House Presented by HP, at the Kimball Art Center). The Timberland Retreat – open daily from 10 a.m. to 6 p.m., from Friday, January 21 until Saturday, January 29 – will showcase rugged and stylish outdoor footwear and apparel offerings, including a preview of 2011 Earthkeepers™ footwear for men and women. Consumers who stop by The Timberland Retreat will have the chance to participate in daily giveaways, which will include organic cotton tote bags, stainless-steel tumblers, sunglasses, ear warmers, hats, scarves, and multiple $150 gift cards.

Anyone wishing to purchase Timberland® winter gear in Park City can visit the Timberland concept shop at Park City Clothing Company (558 Main Street), which will be fully stocked with the brand's best outdoor offerings.

“In the heart of the rugged Wasatch Mountains, Park City is a diamond-in-the-rough, with a unique spirit and style that sets it apart from its Rocky Mountain sister communities,” said Maile Buker, Senior Director of Marketing for Timberland North America – and former Park City resident. “Timberland celebrates the independence that Park City and the Sundance Film Festival both share. We look forward to bringing our own unique sense of outdoor spirit and style to keep locals, visitors and filmmakers protected, comfortable and looking great, this winter and all year long.”

As a company that is passionate about the outdoors and about protecting it for future generations, dozens of Timberland-branded recycling bins located throughout the Festival site will help visitors and patrons do their part to keep Park City looking its best. Timberland is also proud to be a partner in the Festival's green efforts, providing assistance for hauling and recycling in Park City.

In November and December 2010, in addition to national in-store promotions, Timberland hosted a photo-submission sweepstakes through its Facebook page to win a trip to the 2011 Sundance Film Festival. The winner – Ethan Ingle of Houston, TX – is receiving round-trip flights and lodging for five nights, Timberland® Earthkeepers™ gear, $1,000 spending money, a Flip camera to document his Sundance Film Festival experiences, screening tickets to eight films, and ski lift tickets to Park City Mountain Resort.

Timberland will leverage its online and social media channels to bring the 2011 Sundance Film Festival to a broader worldwide audience. Using frequent Facebook updates and on-site Tweets, Timberland will share Festival goings-on and invite consumers to participate from wherever they are. Select trailers from top films competing at the Festival will be screened, inviting consumers to vote for their favorites.

All of Timberland's activity – including video content, pictures and discussions with filmmakers and consumers – will be aggregated and featured at the Timberland / 2011 Sundance Film Festival page, www.timberlandsff.com. Daily posts will begin on Thursday, January 20 and will also be featured on the brand's Facebook and Twitter properties in the U.S. and Europe.

Timberland will also be working with acclaimed photographer and blogger William Yan (www.williamyan.com), to capture “Man [and Woman] on the Street” activities in photographic form. Yan will be in Park City from Thursday, January 20 until Monday, January 24 and will be posting photos on his website as well at on Timberland's social media properties.

About Timberland
Timberland (NYSE: TBL) is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, Mountain Athletics®, SmartWool®, Timberland Boot Company® and howies® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. The company's products can be found in leading department and specialty stores as well as Timberland® retail stores throughout North America, Europe, Asia, Latin America, South Africa and the Middle East. Timberland's dedication to making quality products is matched by the company's commitment to “doing well and doing good" -- forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com.

About the Sundance Film Festival
Supported by the nonprofit Sundance Institute, the Festival has introduced global audiences to some of the most ground-breaking films of the past two decades, including sex, lies, and videotape, Maria Full of Grace, The Cove, Hedwig and the Angry Inch, An Inconvenient Truth, Precious, Trouble the Water and Napoleon Dynamite and, through its New Frontier initiative, has brought the cinematic works of media artists including Isaac Julian, Doug Aitken, Pierre Huyghe, Jennifer Steinkamp and Matthew Barney. www.sundance.org/festival

About the Sundance Institute
Sundance Institute is a global nonprofit organization founded by Robert Redford in 1981. Through its artistic development programs for directors, screenwriters, producers, composers and playwrights, the Institute seeks to discover and support independent film and theatre artists from the United States and around the world, and to introduce audiences to their new work. The Institute promotes independent storytelling to inform, inspire, and unite diverse populations around the globe. Internationally recognized for its annual Sundance Film Festival, Sundance Institute has nurtured such projects as Born into Brothels, Trouble the Water, Son of Babylon, Amreeka, An Inconvenient Truth, Spring Awakening, Light in the Piazza and Angels in America. www.sundance.org

MEDIA CONTACT FOR TIMBERLAND:
Christina Petroni
Porter Novelli
christina.petroni@porternovelli.com
(212) 601-8164

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