• by Sarah Mahoney , September 8, 2011

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.)