Synonymous with the holidays, the UGG® brand (a division of Deckers Brands NYSE: DECK) celebrates the spirit of the holidays with a campaign simply entitled Embrace. Shot on location in Upstate New York by famed photographer Daniel Jackson, the campaign combines the emotional and physical comfort symbolic of the brands iconic boots with the emotional and physical connection synonymous around the world at this time of year.
“The holidays are a time for family and friends to celebrate and connect,” says UGG® Global Marketing Director Nicks Ericsson. “Our holiday campaign celebrates the spirit of the season and the feeling of warmth and comfort you get when you are embraced by someone you love – much like the feeling of warmth and comfort that you get every time you put on a pair of our iconic Classic boots.”
Following the successful limited-edition, Italian-made Classic Luxe™ Collection launched in August, theEmbrace campaign features the next iteration of the Classic – the Classic Slim™. With a slimmer, sleeker silhouette thanks to a 10mm Twinface sheepskin shaft that still delivers the same legendary warmth and comfort consumers know and love, the Classic Slim™ Collection comes in two heel height choices – a flat and a wedge – giving customers endless styling options and more occasions to wear with her everyday fashion.
Classic Slim™, launched globally on November 11th, is available for women in four shaft heights including: the 12.5-inch tall Kara, the 9-inch short Amie, the 5.5-inch mini Kristin and the 3.75-inch lace-up Bethany. Each new cold weather boot style builds on the trusted warmth and comfort of the original with its luxurious suede and Twinface sheepskin construction that is pre-treated to provide protection and water repellency.
As part of the Embrace campaign, UGG® will launch a social campaign using the hashtag #HugItOut. Through the brand’s Instagram and Facebook pages, customers are invited to post pictures of themselves with their loved ones sharing a moment of embrace.
Created in partnership with The Wednesday Agency NYC under the creative direction of Semjon von Doenhoff, the Embrace campaign was styled by fashion industry veteran George Cortina and features a series of real couples, family and friends in a succession of captured moments that illustrates the spirit of the season. The cast includes: model Jihye Park and her boyfriend Jun Choi; father and son duo Harrison Shaul and Ben Shaul; long-time friends Janice Alida and Grace Bol; model Luca Gajdus with her husband Max Von Gumppenberg and their two kids – Gustav and Mathilda and Julia Hafstro and her boyfriend Jarrod Brandreth.
Embrace featuring the Classic Slim™ Collection, launched globally on November 4th, 2015 atwww.uggaustralia.com and all UGG® brand stores and select retail partners.
