Ugg is marking the holiday season with its new “Gift the Feeling” campaign, featuring Katseye’s Megan Skiendiel, singer-songwriter Lunay, and rappers Yeat and JT.
The campaign builds on the social trend of disguising presents as unexpected objects. In the brand’s holiday spot, a series of surprising exchanges leads to the reveal of Ugg products, creating moments of anticipation, delight and laughter.
Lunay receives a banana-shaped package containing Ugg socks, while Skiendiel opens a cat-shaped box to find the Elea Fluffed slip-on. She appears in the Après City Tall boot during the holiday gathering.
The spot also shows Yeat wearing the Classic Mini Outpost as the party continues around him. Other guests wear the Classic Ultra Tall, Classic Tread Fluffed and Tasman styles. Yeat later opens a truck-shaped package containing a matching pair of Uggs, while JT’s Classic Mini attracts attention from the group.
The campaign is the latest chapter of Ugg’s “Born to Feel” platform, which launched in September. Its first campaign under the platform featured Emily Ratajkowski and Adwoa Aboah, PinkPantheress and Rowan Blanchard, and Julez Smith and Tyson Beckford.
In October, Ugg opened its first new U.S. store in five years at 129 North 6th Street in Brooklyn’s Williamsburg neighborhood. The 3,001-square-foot location carries the brand’s footwear, apparel and accessories.
Ugg’s parent company, Deckers Brands, reported that second-quarter fiscal 2027 net sales rose 3.5 percent to $1.48 billion, compared with $1.43 billion in the same period a year earlier. Net income increased 16.8 percent to $313.1 million, or $2.31 per diluted share, while Ugg’s quarterly net sales rose 3.5 percent to $786.4 million from $759.6 million.
Sources: WWD.