Ugg taps Post Malone as men’s ambassador for global campaign

California-based global lifestyle brand Ugg has partnered with Grammy award-nominated artist Post Malone for its Autumn/Winter 2024 season. 

The partnership kicks off with the debut of a global campaign featuring the Ugg men’s Weather Hybrid Collection and will continue with the opening of Feel House, Ugg’s multi-sensory retail experience, in Los Angeles later this year. 

The first campaign video, titled ‘Lead a Horse’, showcases Post Malone in Ugg’s updated Neumel and Tasman Weather Hybrid silhouettes, boasting a bright ‘Big Sky’ blue hue outsole. The playful ad shows Post trying to coax his horse Jasper over a puddle, a nod to the waterproof features of the line.

The campaign was co-created by Malone, alongside his own community of creatives including Ramez “Mezzy” Silyan, stylist Catherine Hahn, and photographer Adam DeGross. 

“I’ve been a Ugg fan since high school and feel so good wearing the boots. I even had a custom camo pair made for me last year,” said Malone. 

“That’s why I’m so excited to work with the brand and bring in my crew for this new campaign. Being comfortable to express myself has always been at my core, and that’s why this is such a killer partnership.”

The campaign will be distributed globally through a mix of public relations, social media, and paid media, including out-of-home advertising, and will be featured across Ugg stores and its website.

“We’re thrilled to have Post Malone as our new men’s ambassador,” added Anne Spangenberg, president of Ugg. 

“Ugg is all about being comfortable to express yourself, so to partner with Post Malone to express his creativity and co-create our new campaign with us is truly an honor.”

Looking ahead, a second campaign spot featuring Post Malone will launch later this season, introducing a new men’s footwear style.