We partnered with IndieWire because we wanted to get closer to all the films that were coming through and get our brand in front of actors, directors, producers and media people that we could tell our story to. It was a customized little space [within] what IndieWire was doing. When people were interviewed, they could come into the Cotopaxi space. We had our team there to talk about our brand, [and] we had some of the products to show them. We had different kinds of jackets and some of our hip bags. We could tell them the Del Día story, for instance, or tell them about our mission.
These folks that are coming to the festival are the best storytellers in the world, and our brand is trying to tell a story that’s much deeper than just talking about products. It’s really trying to solve a big human problem. We wanted to come in and say, “Hey, this is what we do,” and then see where our paths might cross. Or [learn of] intersections with talent [who are] making films that are related to [Cotopaxi’s sustainability mission], or can get inspired by it, or have other ideas that we could potentially support or partner with them on.
Is there a future opportunity for Cotopaxi to fund some of these independent films?
The answer to that is totally yes. There’s organic stuff that comes up with product placement and film, which I feel is actually the entry point. Whether it’s a brand story or not, as long as it’s related to our mission and it helps around this idea of human sustainability, there’s potentially always a good partnership opportunity there.
We actually partnered with three filmmakers this year. None of them was at Sundance, and they were much smaller. To help tell the story about [the intersection between seeking] adventure and doing good, and this idea of being unique and embracing your culture. In those particular instances, because they were smaller and we got involved early, we were able to help shape some of the storytelling.
We feel like we’re dipping our toe in the water a little bit. We looked at some films that were here to partner. There were a couple that reached out and wanted to do some executional, tactical things. If you’re a big brand, those [offers] are no-brainers. As a small brand, [we wonder], “What’s going to be more meaningful, given our limited resources, and what can we do?” We’re headed down that path.
Do you think you’ll come back to Sundance next year?
A lot of the [other partner] brands have been there for many years. Acura, I think, is on year 14. We did the jackets for a number of the partners—for Audible and for Adobe. We got to know those other partners, which is great, because you want to create an ecosystem of partnership.
Our missions are aligned. We love what the Sundance Institute is all about. We want to create partnerships with people who are telling stories. We want to be that “iconic moment,” if we can be, because our product and our brands fit so well.
Canada Goose did an amazing job with their jackets, [but] you know, they’re busy, black, big jackets. We have so much color and variety in what we create that we can bring new spins on creativity every year.
