Tasked with the largest initiative in Deckers History, our team was asked to re-boot the men’s business. UGG had engaged Tom Brady as the UGG FOR MEN brand ambassador as he embodied the stylish casual attitude that is at the foundation of every product and is as much a style icon off the field as he is a playmaker on it.

Adopting the THIS IS UGG new brand stand and global strategy, we set out to create real life moments with Tom Brady, exemplifying the moments that really matters to him when the cameras are off and he is off the field, giving us insight to this heart of the American icon.


  • Bring focus and attention to the men’s category of business, re-ignite interest in the UGG brand for men and its wide range of new products. UGG started as a men’s after-surf brand and others than slippers, lost traction as a result of the meteoric success of the women’s classic boot. 

  • Re-engage the current customer to go beyond what they knew and attract new prospects.

  • Lift the eclipse of the women’s “Classic Boot” and define what the product delivers specifically to men, on a physical and functional level

  • Educate men that UGG is a brand for women and men.

  • Curate and launch a market strategy and position that is targeted and relatable to men, while retaining the core values that are authentic and ownable to UGG.


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

  • Develop a strategic marketing roadmap and global communication strategy reflective of this sentiment with a focus on the men.

  • Create and launch multi-channel marketing campaigns levering global insights, working with internal global teams and multiple agency partners.


  • Introduced UGG FOR MEN as a separate division within the UGG portfolio.

  • Launched the new brand campaign, THIS IS UGG/UGG FOR MEN featuring Tom Brady on a global scale. This was a two-part execution strategy: Leverage the success and popularity of Tom Brady to get “eyes” on the brand and anchor it with a series of product specific digital content to show product range, appeal, versatility, and functionality.

  • Established the men’s divisions the third largest brand within Decker’s portfolio, earning double digit sales growth YOY for 5 consecutive years.

  • Achieved 150% growth at UGG FOR MEN within three years of launch.

 * Campaign selects — full campaign available upon request.


© 2021 by The Mamann Group.