UGGs are making a huge comeback.
The brand just launched its first global campaign, helmed by its new advertising agency AKQA.
Continuing the brand's "Feels Like Ugg" series, the campaign for the 2024 fall-winter collection stars a diverse group of artists, influencers, and musicians.
Featuring apparel and footwear in several new styles, the collection highlights include the "New Heights Cozy Clog," the "New Heights Xtra Platform," and the "Pumped Slide."
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Directed by production house We Are From L.A., with photography by Samuel Bradley, the campaign features:
- K-pop idol Hanni of NewJeans
- Models Alex Consani and Precious Lee
- Actor Young Mazino
- Singer-songwriter Leah Dou
- Artist and illustrator Karabo Poppy Moletsane
- Fashion photographer Phil Oh
Together, the group is photographed in their UGGs on an excursion in the streets of Seoul, South Korea.
UGG President Anne Spangenberg discussed the company's ethos in a press release, stating that UGGs are more than just iconic products and experiences, but rather, a brand that enables people to feel good and express themselves authentically.
“That feeling is unique and welcomes you to be comfortable in your self-expression, building connection and community where you can be your most authentic self. At UGG, we celebrate this connection and community, so self-expression is comfortable for all,” she added.
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According to UGG Global VP of Marketing Carole Diarra, UGG hired AKQA this year to find a new spirit for the brand.
In a statement to AdWeek, she spoke about how the new campaign marks the brand's most diverse cast yet, positioning it as part of the cultural zeitgeist.
UGG is also launching several activations to celebrate the campaign's launch, welcoming the start of #UGGSeason on September 21 with a social-first activation and in-store events.
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The campaign will run across digital, OOH, and brand-owned channels including e-commerce, social media, and retail stores.
Later this year, UGG will also open a new iteration of the global "FEEL HOUSE," its ten-day multisensory community retail space.
In crafting a successful influencer marketing campaign, companies should choose the right mix of people, strategy, and execution.
By working with a cast of today's biggest influencers, UGGs was able to maximize the brand's reach by connecting its product with different fanbases.
UGGs Are Back in Fashion
An anthem film titled "Self-Expression Connects Us" opens with shots of each brand ambassador strolling through the streets of Seoul.
Strutting down the crosswalk, Cosani and Lee snap photos of each other, showing off their stylish UGGs.
Stepping into a convenience store, Lee runs into K-pop idol Hanni, admiring her UGGs as she smiles for a photo.
Elsewhere in the city, Oh takes photos of Moletsane in her blue UGGs as she paints a mural.
In a department store, Mazino and Dou play around with a grand piano and some guitars, chasing each other around for a laugh.
Eventually, the entire group meets up for a massive rooftop concert and party to celebrate self-expression with their UGGs.
The film ends with a shot of three influencers having a laugh as the campaign tagline flashes onscreen: "Self-expression connects us."
The new collection is now available on UGG's website and retail stores worldwide.
As the "Hallyu Wave" continues to sweep the world, it's becoming more common for brands to feature K-pop idols in their campaigns to widen audience reach and target the younger generations.
Earlier in June, Adidas Originals launched a spot starring K-pop idol Jennie from BLACKPINK.
Editing by Katherine 'Makkie' Maclang
