Tom Brady Launches Ugg

Client: Ugg

Sport

SIMPLE

To establish UGG for Men as a premier men’s footwear brand, we worked with American football star Tom Brady.

CREATIVE

Capitalizing on our experience with men’s and sports launches, we worked with UGG to convert media, influencers and athletes into brand evangelists through extensive education and PR efforts.

Activity included seasonal brand campaigns, targeted media and influencer events and key sports sponsorships with the NFL and NHL at marquee events.

To launch the collection, we executed an all-day showcase at the UGG Australia showroom to preview the new television and print campaigns and engaged key athletes and male influencers to become brand evangelists, further enhancing UGG’s  social media presence.

IMPACT

750 Million

Earned impressions for the brand – the UGG for Men line has grown 150% since its launch in 2011

50

Journalists attended the invite & appointment-only launch event, including Bloomberg Businessweek, GQ, Esquire, ESPN, Details, Maxim, Time Magazine, Fast Company, Men’s Health, The New York Times and The Wall Street Journal

Increased awareness of the breadth of the UGG for Men collection among key men’s, business and sports media