UGG Debuts New Global Campaign Co-Created by Post Malone

Business Wire 1-Oct-2024 12:00 PM

Together With His Community of Creatives, the Artist & Musician Bring the Brand's Men's Weather Hybrid Collection to Life in a New Film

For Autumn/Winter 2024, Southern California-based global lifestyle brand UGG® (a division of Deckers Brands (NYSE: DECK)) is proud to announce a partnership with nine-time diamond-certified GRAMMY® Award-nominated phenomenon Post Malone. From his multifaceted endeavors to his genre-blending music and distinctive personal style, Post Malone reflects the UGG® brand's values by showing how the power of individual expression can create inspiration, community, and connection.

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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 Los Angeles later this year.

"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 Tasman silhouettes boasting a bright "Big Sky" blue hue outsole. The spot depicts Post coaxing his trusty but stubborn horse Jasper over a small puddle, which playfully communicates the Weather Hybrid collection's waterproof features. To complement the campaign, looks were expertly curated by stylist Catherine Hahn.

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 Tasman Weather Hybrid and Neumel Weather Hybrid are featured in the campaign and include new standout colorways and versatile functionality. 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 Weather Hybrid Collection encourages all-day, any-environment wear and is available now for purchase at UGG.com, UGG® stores, and select wholesale retailers nationwide.

• 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 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 $1.5 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.

CONTENT Campaign photography credit: Adam DeGross Campaign video credit: Ramez "Mezzy" Silyan Product profile imagery credit: UGG®

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