THIS IS UGG was a fully integrated multi-channel global brand campaign developed for UGG - a collection of stories that embrace and celebrate the small, but significant moments in our lives. The moments when we share and connect with others. These are actually BIG moments, where real life happens. These are UGG moments. This is what feels like nothing else.

Working closely with the UGG internal team(s) and a network of external agencies to align around the new UGG global brand strategy, we developed, produced and executed a range of stories that focused on emotional connections, authentic relationships, and the luxury of UGG product with real people. The campaign consisted of over 1,047 creative/digital entities and was featured in 12 countries.


  • Re-define the UGG brand cross category to globally re-ignite brand heat and interest in the brand and its range of category and product offerings.

  • Re-engage the current customer and attract new prospects.

  • Get above the “Classic Boot” into the material space that UGG owns and define what the product delivers on a physical, functional, and emotional level.

  • Bring focus and attention to the men’s category of business and its wide range of new products. UGG started as a men’s after-surf brand lost traction as a result of the meteoric success of the women’s classic boot. 

  • Curate and launch a market strategy and position that is authentic, ageless, timeless, and ownable to the brand.


  • Create a new brand position - a statement and sentiment that articulates what it feels like to slip into UGG products.

  • Develop a strategic marketing roadmap and global communication strategy reflective of this sentiment.

  • Create a separate positioning for the men’s category.

  • Create and launch multi-channel global marketing campaigns across all product categories, levering insights, working with internal global teams and multiple advertising


  • Introduced a new brand position, FEELS LIKE NOTHING ELSE. It was adopted on a global scale for 7 consecutive years.

  • Launched a new brand campaign, THIS IS UGG, on a global scale from sell-in to sell-through. THIS IS UGG was adopted and leveraged on a global scale 7 consecutive years.

  • The campaign consisted of over 1,047 creative/digital entities and was featured in 12 countries, with over 32 publishers

  • Successfully positioned and launched THIS IS UGG/UGG FOR MEN

  • Achieved 150% growth in the men’s category within three years of launch.

  • Established women’s, men’s and kid’s divisions as top three global brands within Decker’s portfolio, earning double digit sales growth YOY for 5 consecutive years.

  • Successfully launched an influencer strategy and established partnerships with key opinion leaders, fashion industry icons such as Chrissy Teigen, Carolyn Murphy, Angela Lindvall, Rachel Zoe, Rosie Huntington-Whiteley and Tom Brady. And with events such as New York/London Fashion Week, Sundance/Santa Barbara Film Festivals, as well as, with many charitable organizations.

 * Campaign selects — full campaign available upon request.


© 2021 by The Mamann Group.