/ UGG For Men
More Work Brand Campaign

UGG Australia
UGG For Men

UGG Australia is known for a lot of things. Being a brand for men was not one of them. Until they started working with us. We broke records launching the UGG for Men line, and helped the iconic brand achieve near-sellout on new men’s footwear styles as they rolled out throughout the year.

Client: UGG Australia

UGG for Men had an innovative product story to tell with their new spring footwear line. Their Treadlite sole had been designed to deliver the same iconic comfort the brand is famous for, but with the added benefits of lightness, flexibility, durability and grip.

Our job was to make this story relevant — and desirable — to today’s man. We launched our campaign with a video released globally on social media that put the product benefit front and center.

A Lighter Way to Go

Campaign Video


UGG Social Media - Treadlite Shanghai
UGG Social Media - Treadlite London
UGG Social Media - Treadlite Paris
UGG Social Media - Treadlite New York

Seasonal Adaptation

The spring launch was so successful that Treadlite was rolled out to a number of other styles. For fall, with sturdy weather boots as our product focus, this meant a new challenge. How do you communicate both lightness and toughness? And even more difficult: how do you position lightness as a desirable benefit for a Men’s weatherproof boot?

We tailored our messaging to four unique product stories for this campaign, including a video montage that took pride of place on social media, the website and in digital media. Created using super slow motion photography, and filmed over the course of several days, the footage truly captured “weatherproof” in a comprehensive and compelling way.

UGG - Print & OOH
Print & OOH

The Results

The campaign was so successful it not only broke records for a particular product (the UGG Freamon), but assisted in the overall rejuvenation of the UGG for Men brand.

90% sell-through of the men’s line in the first week of the spring campaign alone by online retail partners. Zappos sold out completely.
Top-selling men’s non-slipper style in UGG for Men history by the close of the campaign.
30% of total UGG sales came from the men’s line after we took on the men’s footwear launch. Before that it was < 1%.
$1.5B in total sales for the UGG for the men’s line alone, after the launch of our work.

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