News Feed Item

UGG® Launches First Global Brand Campaign

-- "THIS IS UGG" Expresses the Emotional Power of the Brand by Celebrating Life's Biggest, Small Moments

NEW YORK, Aug. 18, 2014 /PRNewswire/ -- Lifestyle brand UGG Australia announced today the launch of its first global brand marketing campaign called "THIS IS UGG." The campaign debuts on August 18th around the world. "THIS IS UGG" is designed to connect with consumers on emotional levels that transcend any product, with the goal of further strengthening UGG as a global, premium lifestyle brand, year round. The campaign explores the theme that life's biggest moments are actually the small ones – a place where the brand lives in consumers' lives. Whether personal or intimate, reflective or celebratory, it's often the smaller moments where life's most important interactions and connections occur. The campaign will use this storytelling platform to showcase such moments and illustrate the fact that UGG 'Feels Like Nothing Else.'

To view the multimedia assets associated with this release, please click: http://www.multivu.com/players/English/7299751-ugg-australia-launches-first-global-brand-campaign-this-is-ugg/

Photo - http://photos.prnewswire.com/prnh/20140818/136867

"In launching this brand campaign, we challenged ourselves to communicate the unique physical and emotional experience that occurs when you own UGG products," said Connie Rishwain, President of UGG Australia. "We are showcasing the personal moments where UGG exists in our consumers' lives. We know how our product enhances any experience, but this is the first time we've tried to capture that magic."

"THIS IS UGG" is a multi-media, cross-channel campaign presented primarily in black-and-white that features real moments with real people captured in personal settings that celebrate the small moments that mean the most to them.  For example, sketch-artist Langley Fox, Ernest Hemingway's great-great-granddaughter, is featured in her own Los Angeles home working on an illustration project, and later spending time with her best friends; Tom Brady, who typically appears in UGG campaigns crafted specifically for him, will be integrated into "THIS IS UGG," in moments together with his mother and father; and California architect Harry Gesner with his son and grandsons who share a lifelong love of the ocean, surf the Malibu coast in a nod to UGG's surfing roots.

"The stories with Langley, Tom and Harry and his family are both personal and authentic," said Vice President of Marketing Nancy Mamann.  "Because each of our moments highlights real people, we're able to dive deeply into who they are and what moment they're experiencing—whether it's on our blog, on our website, even our social channels—and bring to life the environment in which people from all walks of life, doing very different things in their private lives, live with UGG."



LINK TO ANTHEM VIDEO: https://www.youtube.com/watch?v=JV8t7wSe52s&feature=youtu.be

LINK TO IMAGES: https://drop.deckers.com/THISISUGGIMAGES2

UGG Australia has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship and delivering new and innovative styles well beyond the original sheepskin boots and slippers.  UGG Australia is recognized as a premium lifestyle brand that offers footwear, apparel, outerwear, accessories and handbags and has grown to over $1 billion in sales.  UGG Australia concept stores offer the ultimate brand experience with over 70 stores worldwide including New York, Chicago, San Francisco, Los Angeles, Miami, London, Tokyo, Shanghai, Beijing and Moscow.  UGG Australia operates on several social media platforms including Twitter, Vine, Pinterest, in addition to a branded blog entitled Plush Hour. In 2012 the brand exceeded two million fans on Facebook.  Every genuine UGG product is linked together by the unforgettable sheepskin experience, and a feeling that is truly like nothing else. 

About Deckers Outdoor Corporation
Deckers Outdoor Corporation 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®, I HEART UGG®, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO®, and HOKA ONE ONE®.  Deckers Outdoor products are sold in more than 50 countries and territories through select department and specialty stores, 126 Company-owned and operated retail stores, and select online stores, including Company-owned websites.  Deckers Outdoor has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.  For more information, please visit www.deckers.com.

Contact: Emma Oldenkamp
UGG Australia
[email protected] 

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
So you think you are a DevOps warrior, huh? Put your money (not really, it’s free) where your metrics are and prove it by taking The Ultimate DevOps Geek Quiz Challenge, sponsored by DevOps Summit. Battle through the set of tough questions created by industry thought leaders to earn your bragging rights and win some cool prizes.
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
SYS-CON Events announced today that Transparent Cloud Computing (T-Cloud) Consortium will exhibit at the 19th International Cloud Expo®, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. The Transparent Cloud Computing Consortium (T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data proces...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Governments around the world are adopting Safe Harbor privacy provisions to protect customer data from leaving sovereign territories. Increasingly, global companies are required to create new instances of their server clusters in multiple countries to keep abreast of these new Safe Harbor laws. Is it worth it? In his session at 19th Cloud Expo, Adam Rogers, Managing Director of Anexia, Inc., will discuss how to keep your data legal and still stay in business.
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
Successful transition from traditional IT to cloud computing requires three key ingredients: an IT architecture that allows companies to extend their internal best practices to the cloud, a cost point that allows economies of scale, and automated processes that manage risk exposure and maintain regulatory compliance with industry regulations (FFIEC, PCI-DSS, HIPAA, FISMA). The unique combination of VMware, the IBM Cloud, and Cloud Raxak, a 2016 Gartner Cool Vendor in IT Automation, provides a co...
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
SYS-CON Events announced today that Embotics, the cloud automation company, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Embotics is the cloud automation company for IT organizations and service providers that need to improve provisioning or enable self-service capabilities. With a relentless focus on delivering a premier user experience and unmatched customer support, Embotics is the fas...
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...