Merrell and Sundance collab announce global storytelling partnership

US outdoor footwear brand Merrell and Sundance Collab, the digital learning platform for filmmakers created by US non-profit organization Sundance Institute, have announced a three-year global storytelling partnership. The collaboration brings the brand platform of Merrell, titled 'It Starts Outside', to life through social-first films created by international directors.

The initiative expands on a pilot program launched in June 2026, which invited filmmakers worldwide to submit original concepts inspired by the outdoors. More than 1,200 filmmakers from 90 countries submitted proposals to a committee comprising Merrell executives, athletes, creatives and film industry experts.

Six filmmakers were selected for the inaugural program: Sharon Liese, Ciril Jazbec, Jean Luke Miraflore, Laura Basil Duncan, Gabriella Canal and Quinne Larsen. Each director will receive 20,000 dollars in funding from Merrell to produce a 60 to 90 second social-first film, alongside three months of mentorship and education provided by Sundance Collab.

"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 Merrell chief marketing officer Richard McLeod. "When we introduced It Starts Outside earlier this year, we shared our belief that even the simplest moments outdoors can spark something meaningful."

Sundance Collab director Patty West stated that the initiative offers emerging artists an opportunity to learn brand-supported storytelling fundamentals and secure direct production funding.

The partnership will culminate at the 2027 Sundance Film Festival, where the six directors will participate in a live panel hosted by Merrell. The event will also mark the debut of Merrell as the official footwear partner of the 2027 Sundance Film Festival.