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UGG Feels Like UGG

Insight

Feeling comfortable within is key to expressing confidence.

Confidence helps build community and allows people to shine as their authentic self. When we feel authentically ourselves, we can attract the best energy into our lives.

Idea

Celebrating confidence.

Inspired by the Twin Seam on UGG’s Classic Boot, meaningful connections create strong, diverse and united communities resilient enough to leave a lasting mark on the world.

UGG’s new anthem explores how the power of individual expression can create inspiration, community and a sense of global connection. The immediate spark that ignites through interconnectedness is depicted, inspiring feelings of joy. As one person’s confidence influences another, it creates a lasting positive impact.

A woman wearing tan platform suede boots and sunglasses poses outdoors in front of a metal fence. The right side of the image shows a close-up of the suede boots’ stitched detail.
Feels Like UGG is a celebration of how we are more than iconic products and experiences. We are a brand that makes you feel good inside and out.
- Anne Spangenberg, President of UGG and Koolaburra by UGG at Deckers Brands
A woman in a grey skirt and oversized tan shoes stands on stairs, while a man in colorful clothing behind her holds a camera. They are outside, between buildings with Korean signs.
A person wearing a furry jacket, pink pants, and chunky blue and black boots sits on a green ladder against a red wall with white graffiti patterns. They have their hands together and look confidently at the camera.
Two women pose confidently in stylish outfits and tan boots. One wears a grey skirt, crop top, denim jacket, and the other wears a fitted dress with a furry hood and sunglasses. They stand on a weathered floor near an AC unit.
Two people pose on a city sidewalk by a building. One stands, leaning back in a quilted coat; the other crouches, wearing a tan jacket and slippers. Both look away thoughtfully. An address sign and stairway are visible above them.
A woman with long black hair sits on a white scooter. She wears a yellow puffer jacket, green top, sheer white lace skirt, white leg warmers, and tan boots. A yellow caution sign with Korean text stands nearby.
A man sits on a concrete post by a city sidewalk, wearing a gray sleeveless knit top, black pants, and tan shoes with bright blue soles. He gazes at the camera with trees and buildings in the background.

Impact

Filmed in Seoul, South Korea, the idea comes to life by capturing a group of dynamic creatives who evoke the ethos of confidence, community and innovation that UGG is known for.

The campaign features a diverse cast of influencers, including Alex Consani, HANNI, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee and Young Mazino, reflecting UGG’s commitment to inclusivity and unconventional attitudes.

  • AdweekUGG rides the wave of its comeback in first global campaign with AKQA ↘

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