Ugg Has Launched Global Born to Feel Campaign

The lifestyle brand initiated a new marketing push alongside an upcoming experiential event in New York City.

Updated on Sept. 29, 2026 in Fashion

Ugg launched its new global marketing campaign, Born to Feel, featuring a series of experiential events and a diverse lineup of new footwear. AI Illustration. Upload story photo >

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Ugg has debuted its new global marketing campaign, titled Born to Feel, which emphasizes the personal experience of wearing its products. The initiative aims to deepen brand connection while the company expands its reach through a diverse lineup of footwear and apparel.

Why it matters

The brand is looking to capitalize on the cultural phenomenon known as Ugg Season by fostering emotional resonance with its consumers. By diversifying its product offerings for year-round wear, Ugg aims to maintain momentum beyond its traditional seasonal peak.

Ugg reported Q1 2027 net sales of $278 million, an increase of 4.9 percent over the prior year. Analysts at UBS forecast that sales will rise another 4.9 percent year-over-year to reach $797 million in the second quarter.

The players

Ugg

Ugg is a lifestyle brand known for its sheepskin footwear that has expanded its portfolio to include sneakers, slippers, and apparel.

Emily Ratajkowski

Emily Ratajkowski is a model, actress, and author who serves as a prominent ambassador for the new campaign.

Tyson Beckford

Tyson Beckford is a well-known model and actor who is participating as a featured face of the Born to Feel initiative.

The details

The campaign features a diverse roster of ambassadors including Emily Ratajkowski, Adwoa Aboah, and Tyson Beckford. To support the launch, the company is hosting a two-day consumer event in New York City featuring a customization bar and seasonal treats.

Ugg debuted the Born to Feel campaign in September 2026.
A two-day consumer experience event will be held in New York City from October 1 to October 2, 2026.

Culture Shift

The brand is actively working to move beyond its legacy as a winter-specific staple by marketing year-round products. This reflects a broader effort to counteract the traditional seasonal retail cycle of Ugg Season and maintain consistent consumer engagement throughout the entire year.

Shoppers in New York City can visit the Gansevoort Plaza during the October event to participate in brand experiences and product customization. For the wider consumer base, the strategy highlights an increased push for year-round apparel availability beyond standard winter footwear.

The takeaway

The brand is leveraging celebrity partnerships to maintain its cultural relevance during the transition between seasonal collections. Consumers should look for an expanded range of year-round apparel options as the company pushes to diversify its retail footprint.