UGG Australia announced that it is partnering with NFL superstar Tom Brady of the New England Patriots to launch its first men's marketing initiative. The multi-year collaboration between the three-time Super Bowl champion and the brand will include Brady's casual footwear as well as select outerwear and accessories. UGG Australia will feature Brady in its global multimedia marketing initiative beginning with the fall 2011 collection.
"This partnership marks a new season for UGG Australia, and Tom Brady is the ideal first endorser for the brand," said Deckers Outdoor Corporation Chairman and CEO Angel Martinez."He embodies the stylish casual attitude that is at the foundation of every product we make, and is as much a style icon off the field as he is a playmaker on it."
Since 1978 when an Australian named Brian Smith first brought the high-quality sheepskin boots worn by surfers to the United States, UGG Australia has expanded its product offerings to include a full range of men's cold weather boots, slippers and casual shoes, as well as outerwear and men's accessories. In recent years, the brand history has been eclipsed by the phenomenal success of its women's business. UGG Australia's women's products include a broad assortment of footwear including boots, casuals, slippers, handbags, outerwear, and accessories.
At the time of Deckers Outdoor Corporation's acquisition in 1995, sales of the brand were $17 million. In the fifteen years since, UGG Australia has expanded both its production and distribution significantly, adding new products and new lines, including a broad assortment of footwear, outerwear, handbags and accessories, and opening 25 company-owned UGG Australia retail stores worldwide. With sales in 2010 expected to exceed $800 million, UGG Australia has been recognized as one of the biggest success stories in the footwear industry in recent decades.
"Given the global phenomenon that is UGG Australia's women's business, it's easy to forget that we started as a men's brand among California surfers," said UGG Australia President Constance X. Rishwain."Collaborating with Tom gives us the unique opportunity to create new energy around our men's product and launch our first marketing campaign targeted to the male consumer."
UGG Australia will launch the men's marketing campaign with its first athlete endorser in the fall of 2011 with a global campaign. Brady will also consult on product inspiration for future seasonal collections.
"I have worn and loved the UGG brand for a long time," added California native Tom Brady."This collaboration gives me an opportunity to work with a leading global brand with a great history and a true vision for the future of its men's collection.It's an exciting time to be part of the UGG Australia team."
Deckers Outdoor Corporation is the premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high performance outdoor activities and everyday casual lifestyle use. Teva, SimpleShoes, UGG Australia, TSUBO, and Ahnu are registered trademarks of Deckers Outdoor Corporation.
Deckers Outdoor Corporation