Love 'em or hate 'em, Uggs are coming for the men of America, and the company is using Tom Brady's feet to kick off its TV campaign Sept. 12.
A spot featuring the glamour-puss quarterback, shot mostly from the knees down, is scheduled to break on Monday Night Football when Brady's New England Patriots play their first regular-season game against the Miami Dolphins.
The ads, from M&C Saatchi in Los Angeles, show Brady trotting through life in a variety of Ugg Australia styles -- none particularly like the furry Uggs worn by teenage girls the world over. (The sheepskin booties were actually invented for men, as a way for Australian surfers to keep their tootsies warm between sets, and migrated to the U.S. in the late 1960s.)
"Our goal is to introduce men to the Ugg experience through this campaign by pairing the rugged, masculine design sensibility of our collection with the unique comfort you get only when you put your foot inside our shoes and take a few steps," president Constance X. Rishwain says in the company's release. "Working with Tom allows us to celebrate the heritage of UGG and at the same time introduce it to a new generation of modern men."
The marketing campaign also includes outdoor media in New York, Boston, and L.A., as well as viral videos that look at the shoes from the inside out, as the camera winds through the sheepskin. National print is running in GQ, Esquire, Details, ESPN the Magazine and Men's Journal.
In its most recently quarterly results, parent company Deckers Outdoor Corp., which also owns Teva, says sales for Uggs climbed 8% to $108.3 million compared to $100.2 million for the same period last year.
On the field, Brady typically sports Under Armour footwear; he signed on with that brand last fall. Other endorsements include Smartwater and Coty fragrances.