UGG Debuts Second Campaign Featuring Post Malone

Rhea-AI Summary

UGG, a division of Deckers Brands (NYSE: DECK), launches its second global campaign featuring Post Malone. The campaign, titled 'Post v. Post,' showcases the new Heritage Pull-On TrailGazer boots priced at $200. The campaign was created by Post Malone's friend Ramez 'Mezzy' Silyan, featuring a Western-style theme shot on 35mm film. The TrailGazer boots feature waterproof capabilities, temperature rating to -20ºC, and include UGG's signature elements like The Twin Seam and Sun Logo Shape. The partnership also includes plans to bring Feel House, UGG's multi-sensory retail experience, to Los Angeles.

Positive

• Launch of new premium product line with celebrity endorsement
• Strategic marketing expansion through multi-channel campaign
• Product innovation with enhanced features targeting all-weather use

Negative

• None.

Insights

Market Research Analyst

This marketing campaign with Post Malone, while high-profile, represents minimal direct financial impact for Deckers Brands. The $200 Heritage Pull-On TrailGazer launch is a strategic move to appeal to younger demographics and maintain UGG's cultural relevance, but it's just one product in UGG's extensive portfolio. While celebrity endorsements can boost brand visibility, this particular campaign is unlikely to materially affect DECK's financial performance or stock value in the short term. The campaign's timing ahead of the holiday season is strategic, but without sales projections or campaign investment figures, its ROI impact remains speculative.

Brand Showcases the Next Chapter of Post Malone’s Co-creative Vision With ‘Post v. Post’ Spot Featuring a New UGG® Style

SANTA BARBARA, Calif.--(BUSINESS WIRE)-- Making its worldwide debut today, Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) is proud to unveil a second global campaign with nine-time diamond-certified GRAMMY® Award-nominated phenomenon Post Malone, imagined through the eyes of Post Malone’s friend and campaign creative lead, Ramez “Mezzy” Silyan.

Campaign photography credit: Adam DeGross; Campaign video credit: Ramez “Mezzy” Silyan

The partnership encompasses a global campaign, of which the second film debuts today. It features the UGG® men’s Heritage Pull-On TrailGazer and a partnership to bring Feel House, the brand’s multi-sensory retail experience, to life in Los Angeles later this month.

“Creativity and community are at the core of everything I do,” said Post Malone. “Which is why it was such a special experience to bring together my friends and UGG, a brand I've legit worn since high school, for this new campaign.”

Post Malone 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.​

“Continuing my collaboration with Post Malone, this time alongside the iconic UGG brand, was seamless,” said Mezzy. “Both UGG and Post Malone are immediately recognizable brands, and I needed to find an overlap between the two. I immediately saw Post as a Lone Cowboy in the Old West. It felt incredibly natural, playing into Post's current laid-back modern country aesthetic while paying tribute to classic Spaghetti Westerns of the 1960s.”

Once again conceptualized and shot by friend and co-creator Mezzy, the global campaign, unmistakably coined “Post v. Post,” features Post Malone looking within himself, and what appears to be a duel, is Post ultimately happy and confident with himself. Reminiscent of a vintage Wild West film, Mezzy and his team captured the essence of the campaign on 35mm film with similar zoom lenses that were used years ago to combine aesthetics with a sleek and modern feeling. About the inspiration behind the campaign, Mezzy said, “Rather than make something that felt and looked like a traditional ad, we opted for a stylized genre feel, something that builds up an expectation and quickly defies it.” To complement the campaign, stylist Catherine Hahn expertly curated Post Malone’s looks. Post v. Post will live globally through public relations, social media, and paid media, including OOH, and across the brand's stores and website.

Bold and disruptive, the new Heritage Pull-On TrailGazer is featured in the campaign on Post Malone. UGG® pulled its vintage Classic Ultra Boot out of its archive for all-weather, style-focused inspiration. With enhanced waterproof capabilities, these fashion-focused hybrids fuse recognizable UGG® brand codes, like The Twin Seam, Sun Logo Shape, and Twinface. Blending fashion and function, the Heritage Pull-On TrailGazer encourages all-day, any-environment wear and is available now for purchase at UGG.com, UGG® stores, and select wholesale retailers nationwide.

• Heritage Pull-On TrailGazer, $200: When you need to go the distance, no matter the weather, get into the Heritage Pull-on TrailGazer. Rated to keep you warm in temps as low as -20ºC, these winter-ready boots are crafted with a waterproof, full-grain leather upper that's been seam-sealed for added protection from the elements. Inside, you’ll find our soft UGGplush™ blend and a genuine sheepskin collar lining designed to surround you in the rich Feel of UGG. The outsole has White Spider Rubber for enhanced traction.

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 www.ugg.com @ugg.

About Post Malone

A 9x diamond-certified GRAMMY® Award-nominated phenomenon, Dallas, TX artist Post Malone regularly rewrites history, blurs boundaries, and incites internet-breaking conversation with every move. Emerging in 2015 with a genre-less brew that inspired a movement, he delivered the diamond-selling “Congratulations” [feat. Quavo], achieved back-to-back #1 debuts on the Billboard Top 200, received countless multi-Platinum certifications around the world, and smashed one record after another with his Hot 100-topping hits. As the writer or co-writer of all of his songs, Post Malone is one of our generation’s literary geniuses.

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 AUSTIN. That same year, he garnered a “Best Pop Duo/Group Performance” GRAMMY® Award nomination for “I Like You (A Happier Song)” [with Doja Cat], marking his tenth career nomination in six years. In 2022, Post released his fourth album, Twelve Carat Toothache, which marked his fourth consecutive Top 5 bow on the Top 200. He even scored “the highest-certified single in RIAA history” with “Sunflower (Spider-Man: Into The Spider-Verse)” [feat. Swae Lee] reaching 20x platinum, or double diamond, in the United States. This makes it the first song to ever achieve this status, netting the biggest single of his generation.

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.

HIGH-RES 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/20241112826310/en/

Press Contacts:

UGG®

Matty Magnin

Senior PR Manager

(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 is the price of UGG's new Heritage Pull-On TrailGazer boots featured in the DECK campaign?

The UGG Heritage Pull-On TrailGazer boots are priced at $200.

Who is featured in UGG's latest 2024 marketing campaign for DECK?

Post Malone is featured in UGG's second global campaign titled 'Post v. Post.'

What are the key features of UGG's new Heritage Pull-On TrailGazer boots (DECK)?

The boots feature waterproof full-grain leather, temperature rating to -20ºC, UGGplush blend interior, genuine sheepskin collar, and White Spider Rubber outsole for enhanced traction.