• by Karl Greenberg , November 30, 2010

Shoe brand Ugg Australia has signed a spokesperson deal with Tom Brady, quarterback of the New England Patriots, as part of its first global men's marketing initiative for the fall 2011 collection. The multi-year deal includes a sub-brand of Brady's casual footwear as well as select outerwear and accessories.

Although the Ugg Australia brand includes men's cold weather boots, slippers and casual shoes, outerwear and men's accessories, Uggs have been principally known for women's footwear and apparel.

Deckers Outdoor Corporation acquired the brand in 1995, at which time the company says, sales were $17 million. Since then, among other things, the company has opened 25 company-owned Ugg Australia retail stores worldwide. It says it expects sales this year to exceed $800 million.

The partnership between Ugg Australia and Tom Brady was handled by Don Yee and Steve Dubin of Los Angeles-based Yee & Dubin Sports.

A spokesperson for Ugg says the company went after Tom Brady. "We wanted to partner with someone who embodies the brand's strengths and values." The spokesperson said Brady appeals to both men and women "who appreciate and are attracted to his style and charisma."

In addition to using Brady for advertising, Brady will have input in product design and style cues. Brady also has an association with Under Armour. "Other relationships aren't the most important factor in choosing to work with Tom -- who he is, what he represents, how he carries himself and the shared values of style and confidence are," said the spokesperson.