Outdoor apparel brand Cotopaxi sponsored the Sundance Film Festival this year, after the Sundance Institute ended a decade-long relationship with luxury outdoor apparel retailer Canada Goose. The pivot created space for Cotopaxi, a smaller, Utah-based retailer known for its mission-driven strategy and colorful products.
Partnering made logistical sense, since Cotopaxi already operated a store on Park City Main Street. For the festival, it partnered with the publication IndieWire, which sold Cotopaxi products at its own Main Street pop-up location.
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