UGG is bringing a dose of "Big Spring Energy" for its Spring/Summer 2025 global campaign, embracing the carefree spirit of the season.
Teaming up with youth culture creative agency Young Hero, the Southern California-based lifestyle brand's latest effort welcomes the spring with warmth, vibrancy, and renewal.
It also continues UGG's push as a year-round brand, reimagining its signature models for warmer weather while maintaining the brand's signature comfort and style.
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At the center of the collection is the Sun Logo Shape, a key brand symbol that reflects UGG's roots in California and its core values of connection, community, and self-expression.
In a press release, UGG Global Marketing VP Carole Diarra shared how the community inspires the brand to reinvent itself.
"We’re listening to our consumers by bringing our icons to the warm weather while maintaining the unmistakable feel of UGG."
"Building on how self-expression connects us this season, we’re spreading warmth and making our mark with this magnetic, effortless feeling that evokes ‘Big Spring Energy.’”
Young Hero Partner and Executive Creative Director Nick Panayotopoulos chimed in to illustrate the campaign's goals.
"'Big Spring Energy' celebrates the joyful feeling of possibility when we're wearing UGG — the magnetism in the air on the first day of spring or summer when you're together with friends, and it feels like anything can happen."
UGG’s Sun Logo isn't just a design — it's a statement.
By making it the focus of its Spring/Summer 2025 collection, the brand reinforces its visual identity while keeping things fresh, warm, and unmistakably UGG.
Crafted to Shine
The new collection introduces a range of slip-ons, sneakers, and sandals designed to fit the season.
One highlight is the Bea, the brand's own unique take on the Mary Jane silhouette.
The spring range also includes the new Tasman Lug and Ascot Wrap Tech, both of which are available in men's sizing for the first time.
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With a focus on innovative design and versatility, UGG aims to evolve beyond its iconic sheepskin boots while empowering consumers to step into the season as their brightest, most authentic selves.
Last August, UGG launched a major comeback with a campaign starring Hanni, Alex Consani, and Young Mazino.
