UGG Launches New GoldenRise Sandal Featured on HANNI as Spring/Summer 2025 Global Brand Ambassador

Rhea-AI Summary

UGG, a division of Deckers Brands (NYSE: DECK), has launched its new GoldenRise sandal for Spring/Summer 2025, featuring musician HANNI as the global brand ambassador. The campaign, themed 'Big Spring Energy,' showcases the versatile three-in-one platform sandal that can be worn as a slide, slingback, or wrap sandal.

The GoldenRise features innovative design elements including 100% recycled polyester straps and the brand's signature Sun Logo Shape imprinted on the sole. The global marketing campaign includes strategic outdoor advertising across major cities worldwide, with hand-painted wallscapes in Los Angeles and New York City, plus digital displays via subways, tram wraps, billboards, and other formats in London, Berlin, Paris, Harajuku, Seoul, Taipei, and other key markets between March and May 2025.

Positive

• Global marketing campaign expansion across major international markets
• Product innovation with versatile three-in-one design
• Sustainable materials usage with 100% recycled polyester straps

Negative

• None.

Brand & Musician Join Forces for the Second Time to Debut New Spring Fashion Footwear in Global Campaign

SANTA BARBARA, Calif.--(BUSINESS WIRE)-- Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) evolves its sandal offering with the new GoldenRise, a three-in-one platform style. In a Spring/Summer 2025 global campaign fronted by HANNI, the musician returns to be the global face of the brand’s new campaign, which highlights the wearability of the customizable silhouette throughout the ultimate summer day.

Campaign + product photography content credit: UGG®

Rooted in joy, renewal, vibrancy, and warmth, UGG® and HANNI explore the magnetic, effortless feeling that is “Big Spring Energy.” HANNI brings the brand along as she takes the newest UGG® offering from day to night. A morning spent relaxing on an outdoor terrace, vibrant manicures, and pedicures adorned with the GoldenRise, to a night out with friends–Ayumi, Jenny, and Yoyo–shared on social media for fans to follow along. Bold, fun, and playful, the campaign evokes the light feeling HANNI emits.

To further celebrate the global campaign and HANNI’s ambassadorship, the brand has rolled out wild postings and exclusive, hand-painted wallscapes of UGG® Spring/Summer 2025 campaign images of HANNI to capture the attention of passersby. Starting on March 10, 2025, the eye-catching hand-painted images of HANNI can be seen in Los Angeles, CA (March 10) and New York City, NY (March 31). Additionally, digital displays via subways, tram wraps, billboards, taxi cabs, buses, and more, can be seen in key cities globally: London, England (May 5), Berlin, Germany (March 13), Paris, France (April 29), Harajuku, Japan (March 13), Incheon, South Korea (March 29), Seoul, South Korea (March 13), Taipei, Taiwan (March 13), and Taichung, Taiwan (April 1).

Bringing the distinct feel of UGG® to spring, the brand unveils this season’s iteration of the Golden Collection for warmer weather. The GoldenRise, a key style in the offering, features a customizable strap that can be worn in three ways: as a slide, slingback, or wrap sandal.

Crafted to shine, the GoldenRise features 100% recycled polyester straps that offer adjustability across the top of the foot, while the back strap can be wrapped around the ankle, swapped for a shorter slingback, or removed completely to make a slide. The Sun Logo Shape, a vital brand code, is imprinted on the bottom of the sole. Paying homage to its California heritage, the Sun Logo Shape symbolizes the brand’s key pillars of connection, community, and comfort. This is just one of the many ways the UGG® community leaves a mark and shines together.

The GoldenRise sandal seen on HANNI in the global Spring/Summer 2025 campaign is available at UGG.com, UGG® stores, and select wholesale retailers nationwide.

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 HANNI (She/Her)

HANNI experienced sensational success with NewJeans immediately upon her debut milestone in July 2022, followed by continued success both in Korea and abroad with every subsequent song release. Consequently, the group swept the major awards ceremonies in Korea in 2023 and followed this up with a series of wins at renowned international events—including being named “Top Global K-Pop Artist” at the 2023 Billboard Music Awards and winning “Group of the Year” at the 2024 Billboard Women in Music Awards in the US. Their global influence and popularity are also demonstrated by their partnerships with top-tier international brands, with all members serving as ambassadors for luxury brands.

About Ayumi (She/Her)

Ayumi is half Columbian and Peruvian, and raised in Tokyo. With her natural beauty and well-toned body, she started her career as a model at the age of 18. She has been very active in a wide range of fields including sports brands, high-end brands, beauty, and lingerie shoots. Ayumi also has many fans as an influencer from her very unique creative content.

About Jenny (She/Her)

Jenny Park is a model with a multicultural background, being half Nigerian and half Korean. As Jenny dreamed of becoming a model when she was in primary school, she taught herself how to work on YouTube in the third grade. Her efforts were very successful, and she eventually received the Silver Play Button. Not only did she inspire teens to become successful models and creators, but she also motivated those from multicultural backgrounds to pursue success in the entertainment industry.

About Yoyo (She/Her)

Born and raised in Korea, I left for Australia in my early twenties. The three years I spent there became a turning point in my life, and it was a journey to discover the "Yoyo" persona that I am today. My experience in Australia completely transformed me. Surrounded by new cultures and people, I found myself and worked hard to achieve the life I had always dreamed of. The process was not easy, but now I walk confidently on the path I have chosen, no longer tied to the past. Now, I am moving toward my dreams, living a life that opens new possibilities every day. Every moment in this journey has made me stronger and taught me to love myself. Not only has Yoyo been modeling in Korea, but she has also appeared on Korean TV reality programs such as Physical 100 on Netflix and Kick a Goal on national television, showcasing the independence and strength of women.

HIGH-RES CONTENT
Campaign + product photography content credit: UGG®

View source version on businesswire.com: https://www.businesswire.com/news/home/20250313026182/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

Mobile: (917) 863-6276

erica.morelli@karlaotto.com

Zachary Leis

Account Director

zachary.leis@karlaotto.com

Source: UGG

FAQ

What are the key features of UGG's new GoldenRise sandal (DECK)?

The GoldenRise is a three-in-one platform sandal with 100% recycled polyester straps, customizable wear options (slide, slingback, or wrap), and features UGG's Sun Logo Shape on the sole.

When will the UGG GoldenRise Spring/Summer 2025 campaign launch in different cities?

The campaign launches in Los Angeles (March 10), New York (March 31), Berlin and Seoul (March 13), London (May 5), Paris (April 29), and various other global cities throughout Spring 2025.

Where can consumers purchase the new UGG GoldenRise sandal?

The GoldenRise sandal is available at UGG.com, UGG stores, and select wholesale retailers nationwide.

What sustainable features does the new UGG GoldenRise sandal incorporate?

The GoldenRise sandal features 100% recycled polyester straps, demonstrating UGG's commitment to sustainability.