It’s still summer, but Ugg is getting ready to usher in one of its busiest times of year with the introduction of its latest campaign.
In the latest edition of its “Feels Like Ugg” marketing series, the Deckers-owned footwear company has tapped a diverse cast of creatives to showcase the brand’s new fall/winter 2024 collection.
Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the campaign sees the cast on an energy-filled journey throughout the streets of Seoul, South Korea wearing the brand’s fall/winter 2024 collection.
The campaign takes the cast from creating solo memories to connecting and celebrating each other’s self-expressions including Leah Dou and Young Mazino playing music in a record store, Karabo Poppy Moletsane creating one-of-a kind works of art, Phil Oh photographing Alex Consani and Precious Lee in an impromptu photoshoot and Hanni expressing herself through song.
For Anne Spangenberg, president of Ugg and Koolaburra by Ugg at Deckers Brands, the decision to assemble such an eclectic cast comes from the brand’s desire to create an environment centered around inclusivity.
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“I’m excited to continue to celebrate our community,” Spangenberg told FN in an exclusive interview. “As a global lifestyle brand, it’s important to reflect the consumers that we serve. And so, in thinking about the cast, we wanted a group that will bring our consumer that feeling of connection and community, both from a product perspective and also a messaging perspective.”
Speaking of product, Spangenberg said this fall will see an evolution of some of Ugg’s most iconic styles. “This year, we split the platform of our signature Classic boot [into two chunkier pieces], which we call New Heights,” the executive noted. “We will also continue to celebrate the twin seam. The other thing that’s going to be fun this season is the idea of a lot of volume. Whether that’s in height or width, we’re celebrating that as well in a collection we call Pumped.”
Looking closely at some of the shoes seen in the campaign, consumers will discover the New Heights Cozy Clog ($140), the Pumped Slide ($150), the Classic Mini Dipper ($160), the Classic Ultra Mini New Heights ($170), the Classic Twin Seam New Heights ($190), the Classic Mini Pumped Molded ($200), the TrailGazer ($200), the Neumel High Weather Hybrid ($210) and the New Heights Platform Xtra ($280).
This fall, the brand will host a series of activations and events where participants can express themselves and connect with others. The brand’s social-first activation and in-store events will kick off Sept. 21. Later this year, Ugg will open the next rendition of its global Feel House, a ten-day multi-sensory community retail space. Further details on events and activations to be announced in the coming weeks.
This campaign comes as Ugg, along with Hoka, continue to drive winning results at Deckers Brands. In July, Deckers reported net sales in the first quarter of 2025 increased 21.1 percent to $825.3 million compared to $675.8 million the same time last year. At Ugg specifically, net sales increased 14 percent to $223.0 million, up from $195.5 million the same time last year.
The reason behind Ugg’s momentum? Spangenberg told FN that she believes it all comes back to community. “The brand really resonates with consumers as we think about what we stand for, and most importantly, what we celebrate in our consumers – and that is self-expression,” she said.
Looking ahead, Spangenberg said the brand still has opportunity in the men’s space – a segment outgoing Deckers chief executive officer Dave Powers has also pinpointed.
“I never thought that I would say that we were underserving men,” Spangenberg said. “But we’ve got a huge opportunity. I’m very excited and very proud of the work that our team have done to better understand our men’s consumers and the opportunity in that space and to better serve them.”
What’s on deck for the men’s collection? The executive noted new platform silhouettes, updates to the Tasman and a new loafer coming in the spring. “There’s a lot of energy around the men’s styles that we are going to deliver this season, and in the seasons to come,” she added.
