• by Larissa Faw , October 4, 2018

UGG is marking its 40th anniversary with its most significant marketing initiative ever, the iconic footwear maker has announced.

With a primary focus on digital media, namely TeenVogue.com, Wmagazine.com, Complex.com, Hypebeast, and Highsnobiety, the creative will also run in the November issue of U.S. Vogue magazine. 

There will also be an OOH presence with two large billboards in New York City, including a digital video board in Times Square and a static billboard in NoHo located above the trendy KITH store.

The creative, developed by 72andSunny, is designed to reach the next generation of shoppers by working with fashion influencers like Adwoa Aboah and designer Heron Preston, who have played a role in the brand’s success this year. Striking models are shown in surrealistic and saturated imaginative sets with vibrant colors and bold patterns. Additional cast members will be unveiled throughout the month.

“Our creative vision for the ‘UGG 40 Years’ campaign was not to look back but to show forward,” said Ian Stewart, vice president, marketing, UGG/Decker Brands. "We wanted to showcase the brand in a fresh, new way.”