UGG® Captures the Holiday Feeling of Gift Giving and Unboxing Joy

Rhea-AI Summary

UGG®, a division of Deckers Brands (NYSE: DECK), launches its holiday campaign 'Unbox Joy' featuring new and classic styles. The campaign showcases gift-worthy footwear including the Classic Mini Maxi Curly ($180), Classic Slip-On Atherson ($120), Tasman Alpine ($130), Disquette Atherson ($120), Tasman ($110), and Classic Mini II ($160). The collection emphasizes the brand's signature Twin Seam design and iconic Chestnut colorway, focusing on warmth, comfort, and versatility. The campaign draws inspiration from viral unboxing videos of customers receiving UGG® products.

Positive

• Product line expansion with new styles while maintaining classic offerings
• Strategic holiday campaign targeting gift-giving season
• Price points ranging from $110-$180 targeting diverse consumer segments
• Strong brand recognition with signature design elements

Negative

• None.

Insights

Market Research Analyst

The holiday campaign launch, while showcasing new products, lacks significant business impact metrics or sales projections. The pricing strategy positions products in the $110-180 range, targeting the premium casual footwear segment. The campaign's focus on viral marketing and emotional connection aligns with current consumer trends, but without concrete sales targets or growth projections, its material impact remains The continued emphasis on the Classic Boot line and introduction of sustainable materials (sugarcane EVA) shows strategic product development, though this represents routine seasonal marketing rather than a significant business catalyst.

The Brand’s Latest Campaign Features New & Classic Styles Rooted in Tradition, Warmth, Comfort, & Joy

SANTA BARBARA, Calif.--(BUSINESS WIRE)-- Southern California-based global lifestyle brand and ultimate gift-giving destination UGG® (a division of Deckers Brands [NYSE: DECK]) unveils its holiday campaign, Unbox Joy. Featuring new gift-worthy styles, as well as the iconic silhouettes consumers love to give season after season, the campaign is inspired by heartwarming moments captured in viral videos by consumers both gifting and receiving UGG®.

Campaign + Product Photography Content Credit: UGG®

Establishing UGG® as the ultimate gift-giving destination, the styles featured in the Unbox Joy holiday campaign are for both giving and receiving, including the below:

• Classic Mini Maxi Curly, $180 - The Classic Mini Maxi Curly is easy to love for a multitude of reasons: the UGGbraid-inspired bow, the curly sheepskin upper, crafted with smooth suede, lined with UGGplush, and the expressive platform are just a few.
• Classic Slip-On Atherson, $120 - The Classic Slip-On Atherson is everything you want from UGG: warm, cozy, and crafted with care. They're built with suede, sheepskin, and our soft UGGplush blend for unmatched comfort. Decorated with bold embroidery and built upon an ultra-light sugarcane EVA outsole.
• Tasman Alpine, $130 - The Tasman Alpine embodies the spirit of UGG in all the ways. From the dramatic sheepskin collar to the signature Twin Seam details, this slipper represents the brand heritage. The interior is lined with UGGplush, a cozy blended fleece from upcycled wool that naturally regulates temperature. Outside you'll find genuine suede, a fixed leather lace, and lightweight sugarcane EVA outsole that can be worn both indoors and out.
• Disquette Atherson, $120 - Ultra-light and ultra-cozy, the Disquette Atherson features a suede upper decorated with striking hand-stitched details. Find sheepskin on the collar, insole, and soft UGGplush lining the interior. A sugarcane EVA platform keeps these light and boosts height.
• Tasman, $110 - The Tasman is a longtime fan favorite that continuously gets rediscovered generation after generation due to its ultra-lightweight, durable outsole, plush wool lining, and suede uppers. It goes with anything and has an easy slip-on silhouette that will stay timeless forever.
• Classic Mini II, $160 - Born on the beaches of California, the Classic Boot was originally made to keep surfers warm after early-morning sessions and has since become an icon of West Coast cool. It's crafted with famously soft sheepskin, which naturally wicks away moisture for wear anywhere – both indoors and out.

Featuring a variety of fashion-forward designs and core classics, these giftable styles feature key brand DNA, making them recognizably UGG®. The Twin Seam, a distinctive raised stitch design that differentiates the brand’s product, is seen throughout the collection, serving as a visual depiction of the connection within the UGG® community. The recognizable Chestnut colorway remains strong in the holiday offering, instantly signaling warmth, comfort, versatility, but most importantly, joy. And that Feels like UGG.

The Unbox Joy campaign celebrates the feeling of bringing loved ones together. Coming to life through viral unboxing videos, the campaign celebrates the many smiles, laughs, and tears of joy experienced when opening an UGG® box. Gifting UGG® is more than sharing crafted designs, it creates an opportunity to express raw emotion, pure excitement, and holiday spirit amongst friends and family.

Styles included in the UGG® 2024 holiday campaign are available now at UGG.com, UGG® stores, and select wholesale retailers nationwide. To learn more and shop now please visit www.ugg.com.

About UGG®

Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, accessories, and homewares with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit ugg.com @ugg.

About Deckers Brands

Deckers Brands is a global leader in designing, marketing, and distributing innovative footwear, apparel, and accessories developed for both everyday casual lifestyle use and high-performance activities. The Company’s portfolio of brands includes UGG®, HOKA®, Teva®, Koolaburra®, and AHNU®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has over 50 years of history building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally. For more information, please visit www.deckers.com.

HIGH-RES CONTENT
Campaign + Product Photography Content Credit: UGG®

View source version on businesswire.com: https://www.businesswire.com/news/home/20241101816279/en/

Press Contacts:

UGG®

Matty Magnin

Senior PR Manager

Mobile: (917) 842-2391

matthew.magnin@deckers.com

Sarajane McQuaid

Associate PR Manager

Mobile: (913) 744-7553

sarajane.mcquaid@deckers.com

Karla Otto New York

Erica Morelli

Senior Director, Communications

erica.morelli@karlaotto.com

Crystal Tang

Senior Account Manager, Communications

crystal.tang@karlaotto.com

Source: UGG

FAQ

What are the new UGG products and prices in the 2024 holiday collection (DECK)?

The 2024 holiday collection includes Classic Mini Maxi Curly ($180), Classic Slip-On Atherson ($120), Tasman Alpine ($130), Disquette Atherson ($120), Tasman ($110), and Classic Mini II ($160).

What is the theme of UGG's 2024 holiday campaign (DECK)?

UGG's 2024 holiday campaign is titled 'Unbox Joy' and is inspired by viral unboxing videos of customers receiving UGG products, celebrating the emotional connection of gift-giving.

Where can customers purchase UGG's 2024 holiday collection items (DECK)?

The UGG 2024 holiday collection is available at UGG.com, UGG stores, and select wholesale retailers nationwide.