UGG Debuts New Global Campaign Co-Created by Post Malone
UGG, a division of Deckers Brands [NYSE: DECK], announces a partnership with Post Malone for its Autumn/Winter 2024 campaign. The collaboration includes a global campaign featuring the UGG men's Weather Hybrid Collection and a partnership to bring Feel House, UGG's multi-sensory retail experience, to Los Angeles.
The campaign, titled 'Lead a Horse', showcases the Weather Hybrid collection, which includes refreshed versions of the iconic Neumel and Tasman silhouettes. The collection features waterproof capabilities and is designed for all-day, any-environment wear. The Tasman Weather Hybrid ($150) and Neumel Weather Hybrid ($180) are now available for purchase.
Post Malone, known for his distinctive style and genre-blending music, reflects UGG's values of individual expression, inspiration, and connection. The partnership also involves Post's creative community, including producer Ramez 'Mezzy' Silyan, stylist Catherine Hahn, and photographer Adam DeGross.
UGG, una divisione di Deckers Brands [NYSE: DECK], annuncia una partnership con Post Malone per la sua campagna Autunno/Inverno 2024. La collaborazione include una campagna globale che presenta la UGG men's Weather Hybrid Collection e una partnership per portare Feel House, l'esperienza retail multi-sensoriale di UGG, a Los Angeles.
La campagna, intitolata 'Lead a Horse', mette in mostra la collezione Weather Hybrid, che include versioni rinnovate delle iconiche silhouette Neumel e Tasman. La collezione è dotata di capacità impermeabili ed è progettata per un uso quotidiano in qualsiasi ambiente. I modelli Tasman Weather Hybrid ($150) e Neumel Weather Hybrid ($180) sono ora disponibili per l'acquisto.
Post Malone, noto per il suo stile distintivo e la musica che mescola diversi generi, riflette i valori di UGG di espressione individuale, ispirazione e connessione. La partnership coinvolge anche la comunità creativa di Post, tra cui il produttore Ramez 'Mezzy' Silyan, la stylist Catherine Hahn e il fotografo Adam DeGross.
UGG, una división de Deckers Brands [NYSE: DECK], anuncia una asociación con Post Malone para su campaña Otoño/Invierno 2024. La colaboración incluye una campaña global que presenta la UGG men's Weather Hybrid Collection y una asociación para llevar Feel House, la experiencia minorista multisensorial de UGG, a Los Ángeles.
La campaña, titulada 'Lead a Horse', muestra la colección Weather Hybrid, que incluye versiones renovadas de las icónicas siluetas Neumel y Tasman. La colección presenta capacidades impermeables y está diseñada para ser usada todo el día en cualquier entorno. Los modelos Tasman Weather Hybrid ($150) y Neumel Weather Hybrid ($180) están ahora disponibles para su compra.
Post Malone, conocido por su estilo distintivo y su música que mezcla géneros, refleja los valores de UGG de expresión individual, inspiración y conexión. La asociación también involucra a la comunidad creativa de Post, incluyendo al productor Ramez 'Mezzy' Silyan, la estilista Catherine Hahn y el fotógrafo Adam DeGross.
UGG는 Deckers Brands [NYSE: DECK]의 한 부서로서 2024년 가을/겨울 캠페인을 위해 Post Malone과 파트너십을 발표합니다. 이번 협업은 UGG 남성 날씨 하이브리드 컬렉션을 선보이는 글로벌 캠페인을 포함하며, UGG의 다감각적 소매 경험인 Feel House를 로스앤젤레스로 가져오는 파트너십도 포함됩니다.
‘Lead a Horse’라는 제목의 이 캠페인은 날씨 하이브리드 컬렉션을 소개합니다. 이 컬렉션에는 상징적인 Neumel과 Tasman 실루엣의 개선된 버전이 포함되어 있습니다. 이 컬렉션은 방수 기능을 갖추고 있으며 하루 종일, 어떤 환경에서도 착용할 수 있도록 설계되었습니다. Tasman Weather Hybrid ($150)와 Neumel Weather Hybrid ($180)이 이제 구매 가능합니다.
Post Malone은 독특한 스타일과 장르를 혼합하는 음악으로 알려져 있으며, UGG의 개별 표현, 영감 및 연결의 가치를 반영합니다. 이 파트너십에는 프로듀서 Ramez 'Mezzy' Silyan, 스타일리스트 Catherine Hahn, 사진작가 Adam DeGross를 포함한 Post의 창의적인 커뮤니티도 포함됩니다.
UGG, une division de Deckers Brands [NYSE: DECK], annonce un partenariat avec Post Malone pour sa campagne Automne/Hiver 2024. Cette collaboration comprend une campagne mondiale mettant en avant la UGG men's Weather Hybrid Collection et un partenariat pour amener Feel House, l'expérience de vente au détail multisensorielle d'UGG, à Los Angeles.
Intitulée 'Lead a Horse', la campagne met en valeur la collection Weather Hybrid, qui comprend des versions revisitée des silhouettes iconiques Neumel et Tasman. Cette collection offre des capacités imperméables et est conçue pour un port toute la journée dans tous les environnements. Les modèles Tasman Weather Hybrid ($150) et Neumel Weather Hybrid ($180) sont désormais disponibles à l'achat.
Post Malone, connu pour son style distinctif et sa musique mélangeant les genres, reflète les valeurs d'UGG en matière d'expression individuelle, d'inspiration et de connexion. Le partenariat implique également la communauté créative de Post, y compris le producteur Ramez 'Mezzy' Silyan, la stylist Catherine Hahn et le photographe Adam DeGross.
UGG, eine Division von Deckers Brands [NYSE: DECK], gibt eine Partnerschaft mit Post Malone für ihre Herbst/Winter 2024-Kampagne bekannt. Die Zusammenarbeit umfasst eine globale Kampagne, die die UGG Men's Weather Hybrid Collection präsentiert, sowie eine Partnerschaft, um Feel House, das multisensorische Einzelhandelskonzept von UGG, nach Los Angeles zu bringen.
Die Kampagne mit dem Titel 'Lead a Horse' hebt die Weather Hybrid-Kollektion hervor, die aktualisierte Versionen der ikonischen Neumel- und Tasman-Silhouetten umfasst. Die Kollektion bietet wasserabweisende Eigenschaften und ist für den ganztägigen Einsatz in jedem Umfeld konzipiert. Die Modelle Tasman Weather Hybrid ($150) und Neumel Weather Hybrid ($180) sind jetzt erhältlich.
Post Malone, bekannt für seinen einzigartigen Stil und seine genreübergreifende Musik, spiegelt die Werte von UGG in Bezug auf individuelle Ausdrucksweise, Inspiration und Verbindung wider. Die Partnerschaft umfasst auch Post's kreative Gemeinschaft, darunter Produzent Ramez 'Mezzy' Silyan, Stylistin Catherine Hahn und Fotograf Adam DeGross.
- Partnership with popular artist Post Malone for global campaign
- Launch of new Weather Hybrid Collection with enhanced waterproof capabilities
- Expansion of brand experience with 'Feel House' retail concept in Los Angeles
- None.
Insights
This partnership between UGG and Post Malone is a strategic move to boost brand visibility and appeal to a younger demographic. The collaboration leverages Post Malone's massive social media following and cultural influence, potentially expanding UGG's reach beyond its traditional customer base.
The campaign's focus on the Weather Hybrid Collection is timely, aligning with consumer demand for versatile, all-weather footwear. By highlighting the waterproof features and sustainable materials like sugarcane-based outsoles, UGG is positioning itself as both innovative and environmentally conscious.
While this campaign may generate buzz and increase brand awareness, its direct impact on Deckers' stock (DECK) is likely to be in the short term. However, if successful, it could contribute to long-term brand value and potentially drive sales growth in the men's category, which has been a focus area for UGG's expansion.
UGG's collaboration with Post Malone represents a significant shift in the brand's marketing strategy, aiming to shed its image as primarily a women's brand and capture a larger share of the men's footwear market. The choice of Post Malone, known for his eclectic style and broad appeal, is clever as it may help UGG resonate with a diverse male audience.
The Weather Hybrid Collection, priced at
However, the success of this campaign will ultimately depend on how well it translates to sales and whether it can shift perceptions of UGG as a unisex brand suitable for various weather conditions, not just cold weather comfort.
Together With His Community of Creatives, the Artist & Musician Bring the Brand’s Men’s Weather Hybrid Collection to Life in a New Film
Campaign photography credit: Adam DeGross
The partnership encompasses a global campaign, of which the first film debuts today. It features the UGG® men’s Weather Hybrid Collection and a partnership to bring Feel House, the brand’s multi-sensory retail experience, to life in
“I've been a UGG fan since high school and feel so good wearing the boots. I even had a custom camo pair made for me last year,” said Post Malone. “That’s why I’m so excited to work with the brand and bring in my crew for this new campaign. Being comfortable to express myself has always been at my core, and that's why this is such a killer partnership.”
Post involves his community–like producer and campaign co-creator Ramez “Mezzy” Silyan, longtime stylist Catherine Hahn, and photographer Adam DeGross–in everything he does, from creative collaborations to work behind the scenes. He is known for his genuine interactions with his creative crew and fans, both online and in person.
“We’re thrilled to have Post Malone as our new men’s ambassador,” said Anne Spangenberg, President of UGG®. “UGG is all about being comfortable to express yourself, so to partner with Post Malone to express his creativity and co-create our new campaign with us is truly an honor.”
Conceptualized and shot by friend and co-creator Mezzy, the global campaign Lead a Horse features the UGG® men’s Weather Hybrid collection, a refreshed take on the brand’s iconic Neumel and
Lead a Horse will live globally through public relations, social media, and paid media, including OOH, and across the brand's stores and website. Later this season, the brand will unveil a second spot featuring Post Malone in a new men’s UGG® footwear style.
The
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Tasman Weather Hybrid,
$150 : Featuring waterproof suede, seam-sealed construction, and cozy UGGplush™ upcycled wool lining, the Tasman Weather Hybrid offers a light, slipper feel with an easy slip-on silhouette. The outsole is made from renewable, rainwater-nourished sugarcane and features a permanent galosh for wet conditions. -
Neumel Weather Hybrid,
$180 : The iconic heritage chukka, The Neumel, gets a weatherized upgrade. A timeless boot made of rich, waterproof suede, the Neumel Weather Hybrid is lined in the UGGplush™ upcycled wool blend and finished with an outsole made from renewable, rainwater-nourished sugarcane for all-day cushioning and a signature Classic-like feel indoors or out. White Spider Rubber™ outsole pods offer enhanced traction.
About UGG®
Founded in 1978 by an Australian surfer on the coast of
About Post Malone
A 9x diamond-certified GRAMMY® Award-nominated phenomenon,
Most recently, Post returned with two new singles, “I Had Some Help” with Morgan Wallen and “Pour Me A Drink” with Blake Shelton, off his upcoming sixth album F-1 Trillion out August 16th. “I Had Some Help” reached #1 on the Billboard Hot 100 for six consecutive weeks, becoming “the longest-running number one song of 2024.”
In 2023, he released his fifth album
In 2019, his third full-length album, Hollywood’s Bleeding, arrived at platinum status and eventually went triple platinum. It reigned at #1 on the Billboard Top 200 for four weeks. Hollywood’s Bleeding followed the immense success of the triple-Platinum beerbongs & bentleys, which also landed at #1 a year prior. In the wake of beerbongs & bentleys, Post crushed a record in place for 54 years. He charted nine songs in the Top 20 of the Hot 100, notching “the most songs in the Top 20 of the Hot 100 ever.” Moreover, he also trounced the record for most simultaneous Top 40 Hot 100 hits with 14.
Post’s catalog comprises the GRAMMY® Award-nominated “rockstar” [feat. 21 Savage] (Diamond), “Sunflower (Spider-Man: Into The Spider-Verse)” [feat. Swae Lee] (2x Diamond), “I Fall Apart” (Diamond), “Psycho” [feat. Ty Dolla $ign] (Diamond), “White Iverson” (Diamond), “Better Now” (Diamond), and more. It all started with his quintuple-platinum influential 2016 debut, Stoney. With records under his belt that will likely never be surpassed and a generation of artists and audiences worldwide under his spell, Post Malone simply doesn’t stop.
CONTENT
Campaign photography credit: Adam DeGross
Campaign video credit: Ramez “Mezzy” Silyan
Product profile imagery credit: UGG®
View source version on businesswire.com: https://www.businesswire.com/news/home/20241001358291/en/
Press Contact:
UGG®
Matty Magnin
Senior PR Manager
(917) 842-2391
matthew.magnin@deckers.com
Source: UGG
FAQ
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