Ugg is getting ready for the holidays with a little help from its friends.
On Monday, the Deckers Brands-owned footwear label unveiled its “Gift the Feeling” campaign starring Katseye’s Megan Skiendiel, singer-songwriter Lunay, and rappers Yeat and JT.
The new spot captures the viral social trend of disguising presents in unanticipated ways through a series of unexpected gift exchanges where the items are wrapped to look like something entirely different. Each gift reveals an Ugg surprise underneath, “capturing genuine moments of anticipation, delight, and laughter,” the brand stated.
Looking closer amidst an upbeat holiday party, Lunay receives a banana-shaped package filled with Ugg socks, while Skiendiel, lounging in the Après City Tall boot, opens a cat-shaped box to reveal the Elea Fluffed slip-on.
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Nearby, Yeat tries to catch a moment of rest in the Classic Mini Outpost as the party continues around him. Guests jump on the bed in the Classic Ultra Tall boot, dance across the tables in the Classic Tread Fluffed boot, and mingle throughout the house in the Tasman. Yeat eventually unwraps a truck-shaped box to reveal a matching pair, while JT’s Classic Mini becomes an instant object of desire amongst the group.
This new campaign marks the next chapter of the brand’s “Born to Feel” platform, which launched in September. The first spot to debut under the new platform included three duos “recognized for their self-expression, authenticity and confidence,” Ugg said. The duos included Emily Ratajkowski and Adwoa Aboah, PinkPantheress and Rowan Blanchard, and Julez Smith and Tyson Beckford.
“There is an unmistakable feeling people recognize when they put on Ugg,” Ugg president Anne Spangenberg told FN in a September interview. “Over time, that becomes personal. People build memories around our products and find their own ways to wear them, season after season. ‘Born to Feel’ puts language to that enduring connection.”
In October, Ugg opened the doors to its first new U.S. store in five years. Located at 129 North 6th Street in the Williamsburg neighborhood of Brooklyn, the 3,001-square-foot store showcases the label’s range of shoes, apparel and accessories.
The Brooklyn opening came just one week after Deckers Brands reported its latest earnings results. In October, the Goleta, Calif.-based company reported that net sales in the second quarter of fiscal 2027 increased 3.5 percent to $1.48 billion compared to $1.43 billion in the same year-ago period. Net income for the three months ended Sept. 30 rose 16.8 percent to $313.1 million, or $2.31 a diluted share, from $268.2 million, or $1.82 a diluted share, the prior year.
Net sales this quarter missed analysts’ expectations, which called for net sales in the range of $1.50 billion to $1.52 billion. However, the company did beat the Street’s best bet when it comes to diluted earnings per share, with analysts expecting EPS to be in the range of $1.76 to $1.83, according to Yahoo Finance.
Net sales at Ugg in the second quarter increased 3.5 percent to $786.4 million compared to $759.6 million over the same period.
